SickKids VS - Crews

Entire Advertising Campaign



Winner: Cossette Global Chief Creative Officer: Carlos Moreno, Peter Ignazi Creative Director/CW: Craig McIntosh, Jinnean Barnard Creative Director/AD: Jaimes Zentil, Mario Cesareo Copywriter: Jordan Hamer, Elijah DiGangi Art Director: Spencer Dingle, Andy Ng Agency Producer: Erica Metcalfe Strategist: Rami Dudin Strategy Director: Denika Angelone SVP, Strategy: Rosie Gentile 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 Senior Retoucher: Trevor Gauthier Senior Production Artist: Shireen Kok Studio Director: Raquel Mullen Print Producer: Dawn-Marie Mills Production House: Scouts Honour Director: Mark Zibert, Kevin Foley Director of Photography: Chris Mably, Kiel Milligan Executive Producer: Rita Popielak, Simon Dragland Line Producer: Jeff Schwartz Editing Company: The Assembly Editor: Steve Puhach, Mitch Finn Animation/CG: The Vanity / SHED Online Facility: The Vanity Flame Artist: Naveen Srivastava Colourist: Andrew Exworth Audio House: Berkeley Inc. Music Creative Director: Jared Kuemper Music Licensing Company: Music Rights Clearance Music Licensing : Francois Lachance Song Title/Music Artist: Moonlight/Nicholas Britell Photography Studio: JK Reps Photographer: Sandy Pereira Digital Production Company: Array of Stars Media Agency: OMD Canada PR Agency: Citizen Relations Client: SickKids Foundation

SickKids needs to build a new hospital, but we couldn’t keep talking to the same old donors to reach our goal. The SickKids VS Crews campaign united entirely new donors by dividing them. The launch film follows hundreds of real SickKids donors, from dozens of different crews making their way to hear their leader’s call for support. Then we used targeted media and social influencers to call out those crews and gain their support, resulting in a record number of new donors and funds raised.