SickKids VS - Crews

Craft - Image - Series



Winner: Cossette Global Chief Creative Officer: Carlos Moreno, Peter Ignazi Creative Director: Craig McIntosh, Jaimes Zentil Art Director: Spencer Dingle, Andy Ng Copywriter: Jordan Hamer, Elijah DiGangi Creative Director/AD: Mario Cesareo Creative Director/CW: Jinnean Barnard Agency Producer: Erica Metcalfe Account Coordinator: Dayna Blustein Account Executive: Hillary Gonzalez, Rina McNicol, Emma Sleeper Account Director: Daniel Dolan Group Account Director: Melissa Levenberg VP, Brand Director: Tishan Canagasaby Strategist: Rami Dudin Strategy Director: Denika Angelone SVP, Strategy: Rosie Gentile Senior Re-Toucher: Trevor Gauthier Senior Production Artist: Shireen Kok Studio Director: Raquel Mullen Print Producer: Dawn-Marie Mills Photography Studio: JK Reps Photographer: Sandy Pereira Media Agency: OMD Canada PR Agency: Citizen Relations Client: SickKids Foundation

The SickKids VS: Crews imagery uses bold colours with sharp contrast to stand out not only in a crowded market, but as a clear departure from the usual hospital imagery. Shot entirely at night in Toronto, slick streets and atmospheric fog set the tone for the campaign, with the iconic VS logo suspended behind each crew. Moody available light was enhanced with coloured floods to identify each crew, and to suspend the very real need of the hospital in a surreal moment in time.