SickKids Foundation - "SickKids VS: MomStrong"

Cossette

Cossette Toronto, Canada

Awards

12314

This ad is part of the ACT Responsible Collection

Brand: SickKids Foundation
Country: United Kingdom

Advertiser: SickKids Foundation

Title	SickKids VS: MomStrong
Brief	In the lead up to Mothers' Day, SickKids Hospital honoured the strength and resilience of moms by portraying their real and intimate daily struggle. The film starts with raw and emotional scenes of them breaking down in private. But then we see them picking 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.
Agency	Cossette
Campaign	SickKids VS: MomStrong
Advertiser	SickKids Foundation
Brand	SickKids Foundation
Posted	May 2017
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	90 seconds
Production Company	Rogue Films
Animation Company	The Mill New York
Director	Mark Zibert
Agency Network	Vision7 International Inc.
Holding Company	BlueFocus
Production Company	Skin and Bones Film Company
Transfer/Online Facility	The Vanity
Music/Sound Company	Pirate
Media Agency	OMD
Chief Creative Officer	Carlos Moreno
Chief Creative Officer	Peter Ignazi
Creative Director/CW	Craig McIntosh
Creative Director/AD	Jaimes Zentil
Agency Producer	Dena Thompson
Account Director	Melissa Levenberg
VP, Brand Director	Michelle Perez
Director, Strategy	Fernando Aloise
Chief Strategy Officer	Jason Chaney
Director	Mark Zibert
Executive Producer	Dan Ford
Executive Producer	Liane Thomas
Line Producer	Jeff Schwartz
Editor	Marka Rankovic
Director of Photography	Mark Zibert
Director of Photography	Eric Kaskens
Flame Artist	Sean Cochrane
Colourist	Andrew Exworth
Music Creative Director	Vanya Drakul
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