SickKids VS

Entire Advertising Campaign



Company: Cossette Chief Creative Officer: Carlos Moreno, Peter Ignazi Creative Director/AD: Jaimes Zentil Creative Director/CW: Craig McIntosh Agency Producer: Dena Thompson Designer: Natasha Michalowska Account Supervisor: Olivia Figliomeni, Daniel Dolan Account Director: Hanh Vo VP, Brand Director: Michelle Perez, Steve Groh Director, Strategy: Fernando Aloise Chief Strategy Officer: Jason Chaney Production Company: Skin and Bones Film Company Production Designer: Jay Pooley Director: Mark Zibert Executive Producer: Dan Ford Executive Producer: Liane Thomas Line Producer: Joan Bell Director of Photography: Jackson Parrell Editing Company: Skin & Bones Editor: Marka Rankovic Animation House: The Mill NYC, a52 Transfer/Online/Animation: The Vanity Music/Sound: SNDWRX Music Creative Director: Didier Tovel Song: Undeniable - by Donnie Daydream Feat: Richie Sosa Photography: Westside Studios Photographer: Nikki Ormerod Technical Development Partner: Jam3 Executive Producer: Michael Dobell Project Manager: Maia Spetter VP, Experience Strategist - Cossette - Toronto: Tara O'Doherty UX Strategist: Thomas Wilkins Digital Advisor: Dawid Kucinski Digital Art Director: Gustavo Oregel Studio: Identica Senior Senior Production Artist: Shireen Kok Studio Director: Raquel Mullen Print Producer: Dawn-Marie Mills Print Producer: Aimee Churchill Senior Retoucher: Trevor Gauthier Media Agency: OMD Client: SickKids Foundation

Donations to The Hospital For Sick Children (SickKids) were plateauing. In order to succeed, SickKids needed to jolt new donors off of the sidelines. The standard sad, tear-inducing approach that treated sickness like a weakness wasn’t working. So we radically changed the tone, choosing toughness over tears and focusing on the fierce fighting spirit of our patients, and the unrelenting drive of our doctors and nurses.