Baby Gowns

Advertising/Non-Traditional - Single

2013

JWT
e: brent.choi@jwt.com
w: jwt.com

Ad Agency: JWT Executive Creative Direction: Martin Shewchuk Associate Creative Direction: Jed Churcher, Andy Brokenshire Art Direction: Cindy Habana Copywriting: Kareem Halfawi Print Producer: Geraldine McMulkin Account Director: Michelle Ching Account Executive: Dawn Lacuesta

-This is an ad for The Hospital For Sick Children - affectionately known in Canada as "SickKids".-We wanted to raise funds for the hospital by targeting parents where they were thinking about their kids, but where they would least expect a request for donation.-In collaboration with Walmart, we planted SickKids hospital gowns in children's clothing sections, reminding everyone who picked them up that there are kids much less fortunate than their own.