When built in 1949, SickKids was the largest pediatric hospital in the world. Now, almost 70 years later, the hospital is showing its age, and needed to raise money to build a modern facility.
Since SickKids is government funded and a successful fundraiser, people would need to feel a sense of urgency to donate. Grownups want to help when they see children carrying out the duties and responsibilities expected of adults and campaign leveraged this insight.
All-in was a community-based creative that showcased kids working together to build a new hospital.
We filmed a series of 0:06 and 0:15 vignettes of local SickKids patients to target their specific neighbourhood with our ask.
Online we tracked our progress by neighbourhood.
Agency: Cossette
Global Chief Creative Officers: Carlos Moreno, Peter Ignazi
Creative Director/CW: Craig McIntosh, Sarah Rutherford
Creative Director/AD: Jaimes Zentil, Mario Cesareo
2019 Effie Awards - Healthcare DTC - Gold 2019 ADCC - Creative Effectiveness, Advertising - Gold
2019 Lisbon Effectiveness Awards - Awareness Effectiveness - Healthcare & Pharma - Gold
2019 Lisbon Effectiveness Awards - Awareness, Fundraising & Advocacy - Film - Gold + Grand Prix
2018 One Show - Health & Wellness Film Long Form Single - Gold
2018 One Show - Health & Wellness Cross-Platform Integrated Branding - Gold
2018 ECHO Awards - Best Customer Acquisition Campaign - Gold
2018 LIA Awards - Health & Wellness Craft - Direction Single - Gold
2018 ADCC - TV Public Service - Gold
2018 Clio Health Awards - Direct Film Single - Gold
2018 Clio Health Awards - Health & Wellness - Cinematography Single - Gold