The 1000 Miles of Luca

The creative in charge of the campaign is the father of a boy with Down’s syndrome. Pablo explained his first reaction when Luca was born and how everything changed later: ‘Little by little, Luca appeared and the Down’s syndrome disappeared’. Based on Pablo’s experience, we wanted to create a story about inclusion and love, instead of something that was a fiction written purely for advertising. This led us to produce a short road movie, starring Pablo and his son as they participated in ‘The 1000 Miles Sport’, a classic car rally that is held in the beautiful region of Patagonia.