2018 Winner
SickKids Foundation
SickKids VS: All In
Cossette
Public Service Grand Prix
GoldAToMiC Engagement
GoldCause & Action
GoldOnline video
SilverAToMiC Idea
SilverBest Print/Out-of-home
BronzeAudio Branding
When built in 1949, SickKids was the largest pediatric hospital in the world. Now, almost 70 years later, the hospital is showing its age, but needed to raise money to build a modern facility.
Since SickKids is government funded and a successful fundraiser, people would need to feel a sense of urgency to donate. Grownups want to help when they see children carrying out the duties and responsibilities expected of adults and campaign leveraged this insight.
All-in was a community-based creative that showcased kids working together to build a new hospital.
A playful turn gritty two-minute film was shot in black and white, accompanied by a 90-second TV ad; both showcased the streets of Toronto slowly overrun with children from the hospital and the community working together. The camera pans out to see thousands of kids congregated around the new building site and as it pulls in the crowd gives way to a girl from the hospital as she places the first brick in the effort to build a new facility.
Social media featured the stories of children from the hospital, bringing the execution to the community level. Mayor John Tory designated October 27 as SickKids Vs. Limits day, lighting the Toronto sign at Nathan Phillip’s Square and CN Tower blue.
The campaign achieved 54% increase in donations YOY and the film is tweeted every three minutes.
Credits
Brand: SickKids Foundation
Agency: Cossette
CCO: Carlos Moreno, Peter Ignazi
CD/CW: Craig McIntosh, Sarah Rutherford
CD/AD: Jaimes Zentil, Mario Cesareo
Designer: Oleg Portnoy
Agency Producer: Dena Thompson
Account Coordinator: Maggie Kent
Account Executive(s): Hillary Gonzalez, Lily Dang
Account Supervisor: Shane Deen
Account Director: Daniel Dolan
Group Account Director: Melissa Levenberg
VP, Brand Director: Michelle Perez
CSO: Jason Chaney
Production House: Skin & Bones
Director(s): Mark Zibert, James Michael Chiang
DOP(s): Chris Mabley, Rico Moran
Executive Producer: Dan Ford
Executive Producer: Liane Thomas
Line Producer(s): Rita Popielak, Jeff Schwartz
Editing House: Skin & Bones
Editor(s): Marka Rankovic, Warren Goodwin
Animation: a52
Transfer/Online Facility: a52
Flame Artist: Jesse Monsour
Colourist: Paul Yacono
Online Facility: The Vanity
Colourist: Andrew Exworth
Photographer: Sandy Pereira
Photography Studio: JKReps
Audio House: SNDWRX
Music Creative Director: Didier Tovel
Music Licensing: Francois Lechance for PrimeTime Music Rights
Song: “I’d Do Anything” by Lionel Bart
Song: "Once There Was a Hushpuppy" by Dan Romer & Benh Zeitlin
Graffiti Muralist: Mitchell Lanecki (Omen514)
In-House Production: Identica
Senior Retoucher: Trevor Gauthier
Senior Production Artist: Shireen Kok
Studio Director: Raquel Mullen
Print Producer: Dawn-Marie Mills
Media Company: OMD
Clients – SickKids Foundation
VP, Brand Strategy and Communications: Lori Davison, Heather Clark
Director, Integrated Brand Marketing: Kate Torrance, Noelle de la Mothe, Janet Schoel
Director,PR: Sandra Chiovitti
Associate Director, Community Stakeholder Relations: Lisa Charendoff
Director, Digital Projects: Mark Jordan
Marketing Manager(s): Tina Tieu-Lafrance, Kelly Hanley, Tanya Tucker, Jennie Kim, Monisa Mees
Coordinator,PR: Madeline Salerno