2019 Winner
SickKids Foundation
Milk & Cookies
Cossette
BronzeAToMiC ROI
During the holidays, patients at SickKids worry that Santa won’t be able to find them at the hospital. This heart-breaking insight drove the strategy behind the “Milk & Cookies” content piece, which included a giant glass of milk and cookie that acted as a beacon for Santa. The Cossette team filmed the food being created by SickKids’ staff, and then placed on the hospital's rooftop. The Toronto Maple Leafs also created their own “Milk & Cookies” video, which aired in-arena and online. All of the content pushed to the “SickKids Get Better Gifts” program, with the campaign generating 20% more donations than last year.
Credits
Agency: Cossette
Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Creative Director/CW: Craig McIntosh
Creative Director/AD: Jaimes Zentil
Art Director: Spencer Dingle
Writer: Jordan Hamer
Agency Producer: Dena Thompson
VP, Brand Director: Michelle Perez
Group Account Director: Melissa Levenberg
Account Director: Daniel Dolan
Account Executive: Hillary Gonzalez
SVP Strategy: Rosie Gentile
Chief Strategy Officer: Jason Chaney
Studio Production Manager: Sharlene Zmak
Senior Production Artist: Shireen Kok
Experiential Executive Producer: Kevin Saffer
Experiential Executive Producer: Lisa Saffer
Production House: Skin & Bones Film Company
Director: David Quinn
DOP: Chris Lew
Executive Producer(s): Dan Ford, Liane Thomas
Line Producer: Joan Bell
Editing House: Skin & Bones Film Company
Editor: Marka Rankovic
Animation Post: Alter Ego
Flame Artist: Darren Achim
Colourist: Wade Odem
Audio House: Berkeley Inc. + Massive Music
Music Creative Director: Elijah Torn
Media Company: OMD
Business Director, Jammie Ogle
Client: SickKids Foundation
VP, Brand Strategy and Communications: Lori Davison
Director, Integrated Brand Marketing: Kate Torrance
Director, Public Relations: Sandra Chiovitti