2022 Winner

To encourage monthly donations for the new Hospital for Sick Children, its foundation and agency Cossette created “SickKids VS. The Unknown: Be a Light.” The “Unknown” in the title is represented by black, ink-like blobs that emerge slowly between buildings and slither through hallways and rooms of homes and the hospital where sick children reside and are being cared for and operated on.

A solemn version of Simple Minds’ “Don’t You (Forget About Me)” plays during these scenes. However, the song eventually turns dramatic and powerful as children – in wheelchairs, on bicycles, on foot and rolling their IVs – stream through the streets wielding flares, light sabers and flashlights up towards the night sky until they reach the SickKids building, which lights up as they arrive. The text appears: “Fight the dark cloud of childhood illness. Be a light and help build the new SickKids.”

Credits

Advertising Agency: Cossette
Global Chief Creative Officer(s): Peter Ignazi
Executive Creative Director(s): Craig McIntosh, Jaimes Zentil
Creative Director(s): Mario Cesareo, Valentine Ho
Associate Creative Director/Copywriter: Jon Taylor
Associate Creative Director/Art Director: Andrea Romanelli
Copywriter: Roya Hakami
Art Director: Adil Abdel-Gabar
VP, Business Lead: Tyler Robson
Group Business Director: Daria Lysenko
Business Director: Valerie Mascarin
Account Coordinator: Diana Qian
Chief Strategy Officer: Cat Wiles
VP, Strategy: Denika Angelone
Senior Strategist: Bella Iannetta
Senior Production Director: Dawn-Marie Mills
Senior Retoucher: Trevor Gauthier, Thomas Dagg
Senior Production Artist: Shireen Kok
Agency Producer: Caroline Wrinch

Client: SickKids Foundation
SVP, Direct and Digital Marketing: Heather Clark
VP, Brand Strategy And Communications: Kate Torrance
Director: Roy Gruia, Noelle de la Mothe
Associate Director: Tina Tieu-Lafrance, Tanya Tucker, Monisa Mees, Lisa Charendoff
Coordinator, Community Stakeholder Relations: Kylie White
Public Relations Professional: Taylor Huff
Manager: Jessica Myers, Rebecca Shrimpton

Media Agency: OMD
Managing Director: Daryl Heroux
Group Director of Strategy: Laurie St. John
Director: Dan, Iryna


Production Credit List

Production Company: Scouts Honour
Director; Mark Zibert
Exec Producer: Rita Popielak
Exec Producer; Simon Dragland
Photographer: Thomas Dagg

Editing House: Outsider Editorial
Editor: Michael Barker
Exec Producer: Kristina Anzlinger
Producer; Kayan Choi
Ass Editor: Nathan Olszewicki
Ass Editor: Kelsey Dale-McGrath

Colour/Transfer Facility: Alter Ego
Colourist: Wade Odlum
Producer: Jane Garahh
Producer: Spencer Butt

VFX & Online Facility: The Vanity
Lead VFX & Online: Sean Cochrane
Exec Producer; Stephanie Pennington

Music: Rajakovic Electric
Music Composer: Mark Rajakovic
Exec Producer; Nicole Rajakovic