2024 Winner

SickKids faced the challenge of explaining Precision Child Health, a complex and game-changing approach to healthcare, in a way that would inspire donations. It had to be easy to grasp, emotional and optimistic. The new creative approach, spearheaded by Cossette, shifts from one-size-fits-all to tailored treatment models that incorporate everything from a patient’s genetic code to their postal code and can change the future for kids facing illness.

With “Heal the Future,” the film depicts the life of a real patient who was at risk for sudden cardiac death, showing how Precision Child Health and its advanced predictive modelling could have changed the outcome. The campaign surpassed donor acquisition goals by 26%, acquiring 9,567 monthly donors with a lifetime value of $7.7 million, and raising a total of $71.7 million.

Credits

Agency: Cossette
Chief Creative Officer: Sabaa Quao
VP, Managing Director: Julie Haroutunian
VP, Managing Director, Production: Andrea Ogunbadejo
Executive Creative Director: Anthony Atkinson
Head of Art/Creative Director: Greg Kouts
Creative Director/Copywriter: Lorne Heller, Kay Benedek
Creative Director/Art Director: Justin Luu, Andy Ng
Agency Producer: Heather Blom
Group Business Director: Valerie Mascarin
Business Director: Alex Hughes
VP, Strategy Director: Geraldine Tixier
Senior Strategy Director: McKenzie Taylor
Strategist: Liam Black

Production Company: Spy Films
Director - Henry Scholfield
Executive Producer - Marcus Trulli
Line Producer - Amalie Bruun
Production Manager - Chris Knaap
Production Coordinator - Tyler Klementti
Talent Coordinator - Shari Funk
In House Coordinator - Leah Munro
Creative Assistant - Guilherme Braz
1st Assistant Director - Marc Guspie, Laurie Mirsky
2nd Assistant Director - Mollie Rolfe, Ian Carl
Casting House & Casting Director: Mann Casting - Stephen Mann

Post Production
Editing House: tenthree
Edit Producer: Rachel Goodger
Editor: Ellie Johnson
Senior Assistant: Jules Bayer-Crier
Junior Assistant: Moyo Omotade
Colour/Transfer Artist:
WGT A&M

VFX & Online Facilities:
Studio Feather & Wicked Pixels
VFX: Julian van Mil, Diego Dutra, Sergej Liamin, Matthew Dochstader
CG: Karol Kisiel, Emre Bayar, Tolga Ates, Kadir Sener

Audio:
Vapor Music (Music)
Audio Creative Director: Ted Rosnick
Music Supervisor: Telan Wong
Executive Producer: Kailee Nowosad

SickKids
Chief Marketing Officer: Heather Clark
Vice President, Head of Brand, Content and Communications: Kate Torrance
Director, Brand Marketing Management: Roy Gruia
Associate Director, Brand Marketing: Jessica Myers, Tina Tieu-Lafrance
Associate, Integrated Marketing: Karen Lerner
Manager, Public Relations and Stakeholder Management: Taylor Huff
Associate, Community Stakeholder Relations: Kylie White