SickKids VS. One Million Strong

Music - Single

2021

Cossette Communications, Toronto, ON
w: cossette.com/en/home

Client: SickKids Foundation Global Chief Creative Officer: Peter Ignazi Executive Creative Director: Craig McIntosh, Jaimes Zentil Creative Director: Mario Cesareo, Sarah Rutherford Associate Creative Director: Jake Bundock, Abeer Verma, Mike Lo Nam Senior Copywriter: Kay Benedek Agency Producer: Haley Stefan Associate Strategist: Courtney Mulock Strategy Director: Denika Angelone Chief Strategy Officer: Cat Wiles Account Supervisor: Valerie Mascarin, Emma Sleeper Group Business Director: Daria Lysenko VP, Business Lead: Tishan Canagasaby SVP, Client Lead: Janis Lindenbergs Director, Broadcast Traffic/Talent: Donna Nadeau Senior Retoucher: Trevor Gauthier Print Producer: Dawn-Marie Mills Production Company: Scouts Honour Director: Brent Foster, Mark Zibert Director of Photography: Eric Kaskens, Mark Zibert EP/Producer: Simon Dragland, Rita Popielak Production Designer: Jay Pooley Editorial: Married to Giants Editor: Raj Ramnauth Assistant Editor: Nick Yumul Producer: Julie Axell, Spencer Butt, Stephanie Pennington Colour: Alter Ego Senior Colourist: Wade Odlum Colour Assistant: Erik Bayley Online: The Vanity VFX Artist: Noah Matikainen, Andrew Farlow, Sean Cochrane Audio Director: Mark Rajakovi Music Arrangement: Mark Rajakovi Audio Producer: Nicole Rajakovi Sound Designer: Vlad Nikoli Media Agency: OMD Managing Director: Daryl Heroux Group Account Director: Laurie St. John Group Director of Strategy: Allyson Banks Associate Director - Search & Social: Soumita Banerjee Strategist: Katie Polan PR Agency: Citizen VP: Josie Haynes Account Director: Adam O’Neill Associate Director: Rebecca Myers Account Manager: Cian Murray Managing Director, Experiential: Kevin Wagman VP, Brand Strategy and Communications: Kate Torrance VP, Direct and Digital Marketing: Heather Clark Director, DDM - Monthly Donor Marketing: Noelle De La Mothe Director, Public Relations: Sandra Chiovitti Associate Director, Integrated Brand Marketing: Tine Tieu-Lafrance Associate Director, Monthly Donor Acquisition Marketing: Tanya Tucker Associate Director, Public Relations: Lynn Bessoudo Associate Director, Community Stakeholder Relations: Lisa Charendoff Manager, Integrated Brand Marketing: Jessica Myers Manager, Monthly Donor Acquisition Campaigns: Rebecca Shrimpton Public Relations Professional: Taylor Huff

Winning Entry: youtu.be/JbzAh0fpi-g

To show just how many obstacles patients have overcome, we created a spot designed entirely around waves of Bravery beads. All of these beads were captured in-camera, with minimal 2D compositing. Custom rigs were designed to shoot the beads into frame with a consistent, predictable path. The final scene that shows beads coming together was done with hundreds of practical beads in camera. The spot was shot at 2,000 frames per second to capture every second of the action.