The Sweat Sheet

PSA/Charity Advertising - Single

2025

TBWA Canada, Toronto, ON
w: tbwa.ca

Chief Creative Officer: Adam Reeves Executive Creative Director: Rica Eckersley Art Director: Katie Lea Associate Creative Director: Sarah Deziel Senior Copywriter: Rick Kang Client: Canadian Premature Babies Foundation

1 in 10 babies is born prematurely and most are immediately separated from their mothers. CPBF wanted to help. So we created the Sweat Sheet, a shirt that turns into a crib sheet to connect mom and baby, through the power of scent. It's made of specialty fabric designed to absorb odour. Mom wears the shirt, infusing it with her scent, then takes it off and transforms it into a NICU crib sheet.