| Title | SickKids VS: Hard Days |
| Brief | The “Day-In-The-Life” Vlog format is a trend used by Mom bloggers via YouTube and other social channels. It’s a trend that’s very popular worldwide (many videos garnering millions of views). After seeing the videos that SickKids moms were posting on social media, emulating these vlog-style videos in our campaign allowed us to frame this story within a context that everyone can relate to.In order to keep the film as authentic as possible we enlisted 10 SickKids Moms to help us write the story. We did this by interviewing each mom to better understand what they go through in a day. Then we took the most impactful snippets and formed it into a cohesive and emotional film |
| Agency | Cossette |
| Campaign | SickKids VS: Hard Days |
| Advertiser | SickKids Foundation |
| Brand | SickKids |
| Date of First Broadcast/Publication | 2021 / 6 |
| Business Sector | Hospitals, Healthcare facilities & Medical Services |
| Story | SickKids Hospital wanted to remind potential donors that it’s not just the child that suffers from severe illness, but their entire family as well. In the lead up to Mother’s Day, we honoured the strength and resilience of SickKids Moms by portraying their very real and intimate daily struggle. The film starts with raw and emotional scenes of them first breaking down in private. About half way through, we revisit the moms to see them pick themselves up off the floor. They wipe away the tears, take a deep breath and put on a brave face so they can act as a pillar of strength for their children. |
| Media Type | Television |
| Length | |
| Editing Company | Outsider |
| Production Company | Scouts Honour |
| Music | Rajakovic Electric |
| Special Effects / VFX | The Vanity |
| Global Chief Creative Officer | Peter Ignazi |
| Executive Creative Director | Jaimes Zentil |
| Creative Director | Matt Antonello |
| Copywriter | Matt Antonello |
| Creative Director | Kyle Lamb |
| Art Director | Kyle Lamb |
| Production Company Producer | Erica Metcalfe |
| Group Business Director | Daria Lysenko |
| Account Supervisor | Alex Hughes |
| Account Supervisor | Aline Cleve |
| Strategist | Denika Angelone |
| Strategist | Bella Ianetta |
| Director | Mark Zibert |
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