2017 Winner
SickKids Foundation
SickKids VS
Cossette
Best of Public Service
GoldPublic Service - Integrated Campaign
GoldPublic Service - Online Film Single
GoldPublic Service - Television Single
SilverPublic Service - Out-of-Home Campaign
BronzePR - Integrated Campaign Led by PR
BronzePublic Service - Press Single
Craft: Direction/Art Direction
There are a plethora of charities competing for limited attention and donation dollars. To get new (and younger) donors to stand up and take notice, SickKids launched an entirely new platform that set the foundation up to be more like a performance brand. “VS” was executed across TV, print, OOH and digital, putting child patients in the fighting seat and showing how they’re pushing back against their illness. The campaign created an emotional and stirring connection by using powerful visuals and anthemic music to drive the idea. Online, audiences could drill deeper and donate to support specific patient stories. The “VS” campaign attracted global media attention, with the average donation increasing 63%, while online donations saw a more than 600% increase year-over-year. In all, the hospital raised more than $57 million in its first three months, making it the most successful fundraising campaign in SickKids’ 143-year history.
Individual Executions:
GOLD - Online Film Single: "Undeniable"
GOLD - Television Single: "Undeniable"
BRONZE - Press Single: "Manifesto"
BRONZE - Integrated Campaign Led By PR: "MissingHome"
Creative Director/Copywriter: Craig McIntosh
Creative Director/Art Director: Jaimes Zentil
Designer: Natasha Michalowska
Agency Producer: Dena Thompson
Account Supervisors: Olivia Figliomeni, Daniel Dolan
Account Directors: Hanh Vo, Melissa Levenberg
VPs/Brand Directors: Michelle Perez, Steve Groh
Director, Strategy: Fernando Aloise
Chief Strategy Officer: Jason Chaney
Production House/Editing House: Skin & Bones
Director: Mark Zibert
Director of Photography: Jackson Parrell
Executive Producer: Dan Ford
Line Producer: Joan Bell
Editor: Marka Rankovic
Transfer/Online Facility: The Vanity
Flame Artist: Sean Cochrane
Colourist: Andrew Exworth
Animation: The Mill NYC, The Vanity, a52
Photographer: Nikki Ormerod
Photography Studio: Westside Studio
Audio House: SNDWRX
Music Creative Director: Didier Tovel
Song: Undeniable - by Donnie Daydream Feat: Richie Sosa
Song: VS MissingHome - M83 Outro
Technical Development Partner: Jam3
Project Manager: Maia Spetter
UX Strategist: Thomas Wilkins
Digital Advisor: Dawid Kucinski
Digital Art Director: Gustavo Oregel
In-House Production: Identica
Senior Retoucher: Trevor Gauthier
Senior Production Artist: Shireen Kok
Studio Director: Raquel Mullen
Print Producers/Production Managers: Dawn-Marie Mills, Aimee Churchill
Media Agency: OMD
VP, Brand Strategy and Communications: Lori Davison (SickKids Foundation)
Director, Integrated Brand Marketing: Kate Torrance (SickKids Foundation)
PR: Sandra Chiovitti, Madeline Salerno (SickKids Foundation)
Senior Specialist, PR: Lynn Bessoudo (SickKids Foundation)
Associate, Digital & Social Community: Alicia Erz (SickKids Foundation)
Manager, Patient Ambassador Program: Lisa Charendoff (SickKids Foundation)
Director, Digital Projects: Mark Jordan (SickKids Foundation)
Marketing Managers: Tina Tieu, Harleen Bhogal, Laura Bradley Stewart, Kelly Hanley (SickKids Foundation)