Year: 2017
Category: Art Direction - Series
Title: SickKids VS: OOH Takeover/Interior Takeover/Transit Takeover

The SickKids VS campaign rebranded the hospital in the vein of great performance brands like Nike & Under Armour. We created ads with intense photography with big, bold type. We also skipped the small, unassuming ad placement typical of hospital advertising and instead blanketed the city with massive, high profile placements. Aggressive and assertive OOH designed to jolt potential donors out of their apathy, get them off the sidelines and into the fight.


Company: Cossette Chief Creative Officer: Carlos Moreno, Peter Ignazi Creative Director/AD: Jaimes Zentil Creative Director/CW: Craig McIntosh Designer: Natasha Michalowska Agency Producer: Dena Thompson Account Supervisor: Olivia Figliomeni, Daniel Dolan Account Director: Hanh Vo VP, Brand Director: Michelle Perez, Steve Groh Director, Strategy: Fernando Aloise Chief Strategy Officer: Jason Chaney Logo Design: The Mill NYC Photography: Westside Studio Photographer: Nikki Ormerod Studio: Identica Senior Retoucher: Trevor Gauthier Senior Production Artist: Shireen Kok Print Producer: Dawn-Marie Mills, Aimee Churchill Studio Director: Raquel Mullen Media Agency: OMD Client: SickKids Foundation

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