2020 Winner
SickKids Foundation
SickKids Airbnb
No Fixed Address
GoldAToMiC Collaboration
GoldBest Experiential Engagement
SilverAToMiC Engagement
SilverAToMiC Idea
BronzeAToMiC Social
Toronto’s SickKids is a world-leading pediatric hospital. But the reality is that its current infrastructure, some of which was built in 1949, is no longer equipped for its patients.
To bring more eyes and donors into its fold, SickKids partnered with Airbnb and No Fixed Address for the “SickKids Airbnb,” which gave media, consumers, and special guests the ability to see what life is like in the Pediatric Intensive Care Unit (PICU) firsthand.
Influencers, such as Toronto Raptor Fred Van Vleet, were invited to stay in a crowded, noisy and stressful PICU room – which was listed at $16,744 on Airbnb, the amount it costs to operate a four-patient room in the PICU for one night – giving them a sense of what families face in their
moments of crisis.
The campaign, by No Fixed Address, generated 115 million earned media impressions, 200 pieces of coverage, and 26,000 visits to the Airbnb listing, the most viewed in Canada. SickKids also saw a 28% increase in new users to its site and a 27% increase in donation revenue.
Credits
• Dave Federico, CCO, NFA
• Josh Budd, CCO, NFA
• James Leake, ACD, NFA
• Dylan Wagman, CW, NFA
• Luan Pirola, AD, NFA
• Erin Banting, PR, NFA
• Mackenzie Biddie, PR, NFA
• Jessica Hoffeldt, PR, NFA
• Nick Wong, PR, NFA
• OMD, Media Company
• WDI MEDIA INC., Production House
• Will Dempster, Director / Producer, NFA
• Christian Bielz, DOP, WDI MEDIA INC.
• Nick Marinelli, Technical Director, WDI MEDIA INC.
• Rooster, Offline Editorial
• Colin Murdock, Editor, Rooster
• Melissa Kahn Executive Producer, Rooster
• Alanna Homuth, Producer, Rooster
• Shane Preston, Junior Editor, Rooster
• alter ego, Colour & VFX
• Eric Whipp, Senior Colourist, alter ego
• Jonah Venneri, Colour Assistant, alter ego
• Hali Gale, VFX Artist, alter ego
• Hilda Pereira, Colour & VFX Executive Producer, alter ego
• Spencer Butt, Colour & VFX Producer, alter ego
• SNDWRx, Audio House
• Didier Tovel, Audio Design, SNDWRx
• Alison Lawee, Executive Producer, SNDWRx
• WXM, XM House
• Nicole St. Jean, XM Production Lead, XM House
• Damian Wright, XM Supervisor, XM House