100,000 Hugs for SickKids

Experiential/Event - Single


w: rethinkcanada.com

Company: Rethink Client: Kraft Peanut Butter Creative Director: Mike Dubrick, Joel Holtby, Aaron Starkman, Ian Grais, Chris Staples Art Director: Rebecca May, Jake Bundock, Laura Vardy Writer: Gabrielle Elliot, Kyla Galloway, Geoff Baillie Strategist: Julian Morgan, Sean McDonald Broadcast Producer: Laura Rioux Account Manager: Kai De Bruyn Kops, Jessica Lax, Seth Waterman Account Director: Lynn Summers Production Company: Heyd & Seek Inc Director: Patrick Tomasso Editor: Tom Mountain Post-Production: Upstate Grading: Jay Smith

Winning Entry: thisisourawardspage.com/hugsforsickkids_case

A bear hug goes a really long way, especially when it’s for a good cause. Kraft Peanut Butter wanted to engage Canadians, and ask for their support in raising $100,000 for SickKids Children’s Hospital with 100,000 bear hugs. For every hug the bears received, Kraft donated $1.