2022 Winner

Ahead of last year’s Mother’s Day, “SickKids Moms VS Hard Days” followed one family’s journey through the eyes of a mother as one of her two children undergoes cancer treatment at The Hospital for Sick Children. The video, created by Cossette and Outsider Editorial, doesn’t flinch at the many hardships she endures and the despondency she feels as her son makes both planned and unanticipated trips to the hospital. Her days are documented in a self-recorded style, from the preparation required ahead of her child’s first chemotherapy treatment to its gruelling after-effects. Along the way, the video tracks the emotional toll the journey takes on her and her family, before ending with a sense of relief as her son is finally able to participate in the simple, normal experiences of childhood.

Credits

Client: SickKids Foundation
VP, 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