2020 Winner

CASE SUMMARY

Cossette’s latest for SickKids’ “VS” platform subverts the expectations of the Toronto hospital’s previous ads by stripping away the bravado and taking viewers behind the scenes of the recoveries and hard-fought triumphs that happen every day. The 140-second film opens with the dramatically lit and stylized world-view of other “VS” spots, with a young patient flexing bravely. It then weaves through the hospital’s hallways and rooms revealing moments of hardship and recovery. The story is captured in a single shot, creating a fast-paced, emotional film. The shots get shorter and shorter, and the cuts faster and faster, until the line between bravado and reality become blurred. In the end, “This is Why” comes full circle with the hero patient standing stoically as the camera pulls out of the front doors and into the street, revealing every reason “why we fight.”

Credits

Agency: Cossette
Global CCO(s): Carlos Moreno and Peter Ignazi
ECD(s): Jaimes Zentil, Craig McIntosh
CD(s): Sarah Rutherford, Mario Cesareo
ACD/AD: Jake Bundock
CW(s): Ryan Kukec, Alene Shahnazarian
AD: Tyler Robitaille
Agency Producer: Clair Galea
Sr Strategist(s): Jeff Mccrory, Rami Dudin
Strategy Director: Denika Angelone
SVP, Strategy: Rosie Gentile
Account Supervisor: Emma Sleeper
Business Director: Asmait Hailu
Group Business Director: Melissa Levenberg
VP, Business Lead: Tishan Canagasaby
SVP, Client Lead: Janis Lindenbergs
Production House: Scouts Honour
Director: Mark Zibert
Cinematographer(s): Mark Zibert, Eric Kaskens
EP(s): Simon Dragland, Rita Popielak
Photography: Sandy Pereira
Editing House: Saints Editorial
Editor: Mark Paiva
Assistant Editor: Giuseppe Piccolo
EP(s): Stephanie Hickman, Michelle Rich
Transfer Facility: Alter Ego
Colourist: Eric Whipp
Online/Special Effects: The Vanity
EP: Stephanie Pennington
Lead VFX Artist: Sean Cochrane
Audio:Pirate Toronto
Track Director(s): Mark Rajakovic, Tom Eymundson
Music Producer/Arranger: Mark Rajakovic
Music Licensing: Little Ears
Music Supervisor: Maxwell Gosling
Song: Hurt - Trent Reznor, Performed by The Music Project Choir
Media Agency: OMD Canada
Managing Director: Jammie Ogle
Group Director, Strategy: Michelle Franklin
Client: SickKids Foundation
VP, Brand Strategy & Communication: Lori Davison
VP, Direct & Digital Marketing: Heather Clark
Director, Brand Strategy & Communication: Kate Torrance
Director, Direct & Digital Marketing: Noelle De La Mothe
Associate Director, Integrated Brand Marketing: Kelly Hanley
Manager, Integrated Brand Marketing: Jessica Myers
Associate, Integrated Brand Marketing: Leighton Bannock
Associate Director, Community Stakeholder Relations: Lisa Charendoff
Associate Director, Public Relations: Lynn Bessoudo
Associate, Public Relations & Patient Ambassador Relations: Taylor Huff