If you haven’t seen 47 yet, scroll to the bottom of this article and watch it now. Then, read on to discover how this emotional film was created and why it’s making so many waves right now.
There’s something about animation that often makes for a good cry. Anyone who’s seen Inside Out 2 (and doesn’t have a heart of stone) will know what I’m talking about.
Normally, as in this case, you must follow a carefully plotted story for almost two hours before you get to the big emotional scene that gets the waterworks going. Occasionally, though, an animation can get cut to the chase much more quickly than that. The most notable example in recent years is the emotionally intense opening scenes to Pixar’s Up (known as the ‘Married Life’ sequence).
A similar phenomenon is currently making waves in the advertising and creative world in the form of 47. This poignant stop-motion masterpiece is just six minutes long, but I’d challenge you to sit through the whole thing (preferably with headphones) without having an emotional reaction of some kind at least. This will especially be the case if you watch it now before reading the details behind it.
The story
47, which recently garnered multiple awards at the 2024 Cannes Lions Festival of Creativity, tells the heartbreaking yet ultimately uplifting story of Robert, a boy with Down syndrome. Through exquisitely crafted puppetry and miniature sets, we watch Robert face constant rejection and exclusion, symbolised by a treacherous river voyage.
All the way through, his mother’s love, represented by a yellow scarf that transforms into a sail, guides him through the turbulent waters.
It was created for Café Joyeux, a non-profit café chain committed to employing people with intellectual and developmental disabilities (IDD). The company launched its first US location in midtown Manhattan earlier this year, where it screened the film for its crew members and their families. The credits reveal a montage of actual Café Joyeux crew members in Manhattan reacting to getting their job offers, along with a behind-the-scenes look at the creation of the company.
Making the puppets
About 130 artists at Zombie Studio worked in production and post-production to bring the stop-motion animation to life with handmade characters and sets. Art director Bruno Jacob and his daughter Luna, who has Down syndrome, designed the main character of Robert together. They created 11 versions of the puppet, ranging in age from five to 47 and height from 10-20cm; only three versions were included in the final film.
The puppets were made of steel and aluminium, coated in foam and silicon, and finished with 3D-printed resin. Zombie Studio also handcrafted eight miniature sets, such as Café Joyeux’s trademark storefront and interior, and around 400 props, including tiny croissants, cakes, coffee cups and chairs.
“We had a sensitive and inspiring story to tell in a playful way,” says director Paulo Garcia. “Our goal was to create an animation with simplicity and elegance in an aesthetic design. All that combines with the empathetic content, bringing the viewer closer to the experience of the IDD community and giving everyone a glimpse of their lives.”
Script and music
Global health marketing agency Klick Health wrote the script and led the project, teaming up with audio production company Canja Audio Culture and Zombie Studio.
“When we heard the real-life story of the crew member ‘Robert’ is based upon, we were so touched that we just had to capture the optimism and perseverance of this community,” says Klick Health’s chief creative officer, Rich Levy. “We are in awe of Café Joyeux and hope our film inspires others to be as accepting and inclusive, recognising that we are all unique and deserve to reach our full potential.”
José Omar Davila, a skilful Venezuelan orchestra conductor with Down syndrome, created the film’s sound effects and sound design. The short is soundtracked with a cover of Fun’s Carry On performed by Sujeet Desai, a multi-talented musician with Down syndrome, alongside Grammy-winner Nate Ruess. Canja travelled to Desai’s hometown of Buffalo, New York, to record him playing the piano in a local sound studio and directed Davila’s production remotely.
“This project has been one of the most impactful we’ve ever undertaken,” says Filipe Resende, founder and music director of Canja Audio Culture. “Having Sujeet and José Omar collaborate on this project was truly incredible. Their talent and enthusiasm were evident from the very beginning, and their involvement added a layer of authenticity and depth that resonates deeply.”
Awards and impact
47’s impact has been immediate and far-reaching, not only showcasing Café Joyeux’s mission but also challenging other companies to reconsider their approach to inclusivity. Sylvie Giret, US CEO of Café Joyeux, says: “We are overjoyed by the world’s reaction to ’47’ and what our film represents to people with disabilities.”
The short has won the prestigious Silver Film Lion and three other awards at the Cannes Lions Festival of Creativity. As it continues to garner attention and accolades, it’s clear that 47 is more than just an award-winning animation—it’s a powerful catalyst for change that’s leaving viewers profoundly moved.
Around seven million people in the US live with developmental disabilities, such as Down syndrome and autism, and approximately 75 to 80 per cent are without employment. As Café Joyeux’s co-founder, Yann Bucaille-Lanrezac, says: “Our film humanises what many people with Down syndrome and autism experience while celebrating their potential and capabilities quite beautifully, and we hope it makes a difference in people’s lives in the same way our cafés do.”
To enjoy Café Joyeux, visit its first US location at Lexington Avenue and East 52nd Street in New York. The chain also operates 24 cafe-restaurants across France, Portugal, and Belgium. As a result, nearly 250 individuals with IDD now have access to meaningful careers and innovative vocational training programs focusing on autonomy.
