2022 Winner
JURY PRIZE: PERFORMANCE
GoldOnline Film Single
SickKids Foundation
"SickKids Moms VS: Hard Days"
Cossette
"SickKids Moms VS: Hard Days"
Cossette
Ahead of Mother’s Day, SickKids Foundation and Cossette highlighted one family’s heart-wrenching journey as a child underwent cancer treatment at the hospital – all of which unfolds through the eyes of the mother, played by Cheryl Nelson-Singh. In the spot, she displays exhaustion and despair over the crushing weight of the emotional situation. She attempts to keep up with the routines of daily life in scenes that often feature her crying – alone, with her son and with her family.
The viewer watches as the mom narrates and self-records phone footage documenting the various stages: Shaving her son’s head to prepare for chemotherapy, making scheduled and emergency trips to the hospital, managing medications, struggling to care for him at home, watching helplessly as his unconscious body is
loaded into an ambulance.
The mom’s relief is palpable at the end, when her son is shown enjoying the simple pleasures of childhood, dancing with his little sister and playing outside. The video ends with a call to donate at GetBetterGifts.ca to help “SickKids moms stay strong” with gifts that support them, their families and their kids who are receiving care from the hospital.
The viewer watches as the mom narrates and self-records phone footage documenting the various stages: Shaving her son’s head to prepare for chemotherapy, making scheduled and emergency trips to the hospital, managing medications, struggling to care for him at home, watching helplessly as his unconscious body is
loaded into an ambulance.
The mom’s relief is palpable at the end, when her son is shown enjoying the simple pleasures of childhood, dancing with his little sister and playing outside. The video ends with a call to donate at GetBetterGifts.ca to help “SickKids moms stay strong” with gifts that support them, their families and their kids who are receiving care from the hospital.
Credits
Client: SickKids FoundationVP, Brand Strategy & Communications: Kate Torrance
Director, Brand Strategy & Communications: Roy Gruia
Associate Director, Community Stakeholder Relations: Lisa Charendoff
Associate Director, Integrated Brand Marketing: Tina Tieu-Lafrance
Marketing Manager: Jessica Myers
SVP, Mass, Direct & Digital Marketing: Heather Clark
Director, Mass, Direct & Digital Marketing: Vanessa Teall
Manager, Mass, Direct & Digital Marketing: Jillian Kuchard
Agency: Cossette
Chief Creative Officer: Peter Ignazi
Executive Creative Director: Jaimes Zentil
Creative Director/Copywriter: Matt Antonello
Creative Director/Art Director: Kyle Lamb
Producer: Erica Metcalfe
Group Business Director: Daria Lysenko
Account Supervisors(s): Alex Hughes, Aline Cleve
VP, Strategy: Denika Angelone
Senior Strategist: Bella Iannetta
Junior Strategist: Stephen Pace
Production House: Scouts Honour
Director: Mark Zibert
Editing House: Outsider
Music & Audio: Rajakovic Electric
VFX: The Vanity
Public Relations: Citizen PR