SickKids VS - All In

Integrated Campaign



Company: Cossette Global Chief Creative Officer: Carlos Moreno, Peter Ignazi Creative Director/CW: Craig McIntosh, Sarah Rutherford Creative Director/AD: Jaimes Zentil, Mario Cesareo Designer: Oleg Portnoy Agency Producer: Dena Thompson Account Coordinator: Maggie Kent Account Executive: Hillary Gonzalez, Lily Dang Account Supervisor: Shane Deen Account Director: Daniel Dolan Group Account Director: Melissa Levenberg VP, Brand Director: Michelle Perez Chief Strategy Officer: Jason Chaney Senior Retoucher: Trevor Gauthier Senior Production Artist: Shireen Kok Studio Director: Raquel Mullen Print Producer: Dawn-Marie Mills Production/Editing House: Skin & Bones Director: Mark Zibert, James Michael Chiang Director of Photography: Chris Mably, Mark Zibert, Rico Moran Executive Producer: Dan Ford, Liane Thomas Line Producer: Rita Popielak, Jeff Schwartz Editor: Marka Rankovic, Warren Goodwin Animation/Transfer/Online Facility: a52 Flame Artist: Jesse Monsour Colourist: Paul Yacono, Andrew Exworth Online Facility: The Vanity Music Licensing: Francois Lachance Song/Music Artist: I'd Do Anything by Lionel Bart, Once There Was a Hushpuppy by Dan Romer & Ben Zeitlin Audio House: SNDWRX Music Creative Director: Didier Tovel Photography Studio: JK Reps Photographer: Sandy Pereira Mural Artist: ØMen514 Media Agency: OMD Client: SickKids Foundation

Winning Website:
Winning Entry:

Built in 1949, SickKids Hospital was falling apart and in desperate need of a $1.3 billion overhaul. To communicate this critical need, we created an integrated campaign featuring real patients dramatizing the fact that if they could build it themselves, they would. The film depicted patients tearing apart their neighbourhoods to salvage materials for a new hospital. In targeted OOH and digital, larger-than-life executions featured local patients calling out their own neighbourhoods to join.