2020 Winner

CASE SUMMARY

SickKids is known as a state-of-the-art facility for sick children. Few people are aware that the aging building does not always feel like a hotel stay for those being treated, especially in the Paediatric Intensive Care Unit (PICU), where families have less space, privacy and comfort. Working with No Fixed Address, SickKids transformed a hospital boardroom into a PICU and then listed the space on Airbnb. To further immerse guests in the experience, it used interviews with families, doctors and nurses to recreate an authentic, three-hour soundscape and live reenactment. Toronto Raptor Fred VanFleet was among the first to spend a night in the unit. Over 26,000 people visited the listing over the course of the campaign, which earned more than 120 million impressions, and SickKids saw a 27% increase in donations.

Credits

•Dave Federico, CCO, NFA
•Josh Budd, CCO, NFA
•James Leake, ACD, NFA
•Dylan Wagman, CW, NFA
•Luan Pirola, AD, NFA
•Erin Banting, PR, NFA
•Mackenzie Biddie, PR, NFA
•Jessica Hoffeldt, PR, NFA
•Nick Wong, PR, NFA
•OMD, Media Company
•WDI MEDIA INC., Production House
•Will Dempster, Director / Producer, NFA
•Christian Bielz, DOP, WDI MEDIA INC.
•Nick Marinelli, Technical Director, WDI MEDIA INC.
•Rooster, Offline Editorial
•Colin Murdock, Editor, Rooster
•Melissa Kahn, Executive Producer, Rooster
•Alanna Homuth, Producer, Rooster
•Shane Preston, Junior Editor, Rooster
•alter ego, Colour & VFX
•Eric Whipp, Senior Colourist, alter ego
•Jonah Venneri, Colour Assistant, alter ego
•Hali Gale, VFX Artist, alter ego
•Hilda Pereira, Colour & VFX Executive Producer, alter ego
•Spencer Butt, Colour & VFX Producer, alter ego
•SNDWRx, Audio House
•Didier Tovel, Audio Design, SNDWRx
•Alison Lawee, Executive Producer, SNDWRx
•WXM, XM House
•Nicole St. Jean, XM Production Lead, WXM
•Damian Wright, XM Supervisor, WXM