| Epica Awards 2017 | ||
|---|---|---|
| TV/Cinema, Film | Public Interest – Social | Bronze |
| Clio Awards 2017 | ||
| Film | Public Service: Short Form (between One [1] Minute And Five [5] Minutes) | Bronze |
| LIA Awards 2017 | ||
| Health & Wellness - Craft | Use Of Music & Sound Design | Bronze Winner |
Category: Public Interest, NGO
Media: Film
Brand: SickKids Foundation/ SickKids VS
Advertising Agency: Cossette
Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Creative Director(s): Craig McIntosh, Jaimes Zentil
Associate Creative Director/CW: Noah Feferman
Associate Creative Director/AD: Jonathan Guy
Agency Producer: Dena Thompson
Account Supervisor: Lindsay Hill
VP, Brand Director: Michelle Perez
Chief Strategy Officer: Jason Chaney
Production House: Skin & Bones
Director: James Michael Chiang
DOP: Mark Zibert
Executive Producer(s): Dan Ford, Liane Thomas
Producer: Joan Bell
Post Producer: Tanja Harney
Editing House: Skin & Bones
Editor: Marka Rankovic
Transfer/Online Facility: The Vanity
Flame Artist: Sean Cochrane
Colourist: Andrew Exworth
Animation: The Mill NYC
Audio House: SNDWRX
Music Creative Director: Didier Tovel
Song: Sweet Child of Mine – Guns & Roses
Launch Date: June 6 2017
Clients: SickKids Foundation
VP, Brand Strategy and Communications: Lori Davison
Director, Integrated Brand Marketing: Kate Torrance
Associate Director, Community Stakeholder Relations: Lisa Charendoff
Marketing Manager: Tina Tieu
Director, Public Relations: Sandra Chiovitti
Manager, Public Relations: Lynn Bessoudo
Coordinator, Public Relations: Madeline Salerno
Synopsis:
IThis film launched a new campaign for the hospital, wherein we broke from the category convention of sad, tear-inducing ads by instead choosing toughness over tears. Rather we focused on the fierce fighting spirit of our patients, and the unrelenting drive of our doctors and nurses. The intensely shot and edited film shows powerful images of kids gearing up for battle, cutting between real life in the hospital and their metaphorical “inner warriors” (wrestlers, tigers, knights, soldiers) all set to a hard-driving hip-hop track - ‘Undeniable’ by Donnie Daydream and local Toronto hip-hop artist Richie Sosa. The kids, and those aiding in the fight (family, doctors, nurses), battle against very real enemies – kidney failure, cancer, heart disease, and cystic fibrosis. Save for the metaphorical characters this vignette spot starred all real life SickKids patients and doctors.