SickKids VS: DadStrong
On the heels of an incredibly successful “MomStrong” video campaign, Cossette was asked to help drive donations to the foundation for Father’s Day.
For fathers of SickKids patients, there is little time to show the true emotion that they supress deep down inside. Focused on providing for the family, the dads wait until they get around their kids and family before letting go.
In a 1:30 online film, the agency followed a blue-collar father of a real SickKids kid as he goes about his gruelling workday in the rainy, dreary streets of Toronto. A sweet voiced remake of Axl Rose’s “Sweet Child of Mine” plays over top. The day is purposefully long as to play into how long and drawn out the day becomes when you only have one thing on your mind, your kid and family, and you are so far from seeing them.
The final stop shows the father alone in an elevator, fighting back a tear. But as he walks into a brightly lit room, he sees the only people he’s been waiting so long to see and tears give way to a joyous smile.
The campaign helped increase year-over-year donations by 176%. It also tracked 40 stories in Canada, 41 abroad, as well as 13.8 million earned media impressions.
Title: SickKids VS DadStrong
Brand: SickKids Foundation
CCOs: Carlos Moreno, Peter Ignazi
CDs: Craig McIntosh, Jaimes Zentil
ACD/CW: Noah Feferman
ACD/AD: Jonathan Guy
Agency Producer: Dena Thompson
Account Supervisor: Lindsay Hill
VP, Brand Director: Michelle Perez
Chief Strategy Officer: Jason Chaney
Production House: Skin & Bones
Director: James Michael Chiang
DOP: Mark Zibert
Executive Producer(s): Dan Ford, Liane Thomas
Producer: Joan Bell
Post Producer: Tanja Harney
Editing House: Skin & Bones
Editor: Marka Rankovic
Transfer/Online Facility: The Vanity
Flame Artist: Sean Cochrane
Colourist: Andrew Exworth
Animation: The Mill NYC
Audio House: SNDWRX
Music Creative Director: Didier Tovel
Song: Sweet Child of Mine – Guns N’ Roses performed by Fawn
Media Agency: OMD
VP, Brand Strategy and Communications: Lori Davison
Director, Integrated Brand Marketing: Kate Torrance
Associate Director, Community Stakeholder Relations: Lisa Charendoff
Marketing Manager: Tina Tieu
Director, Public Relations: Sandra Chiovitti
Manager, Public Relations: Lynn Bessoudo
Coordinator, Public Relations: Madeline Salerno