This film launched a new campaign for the hospital, wherein we broke from thecategory convention of sad, tear-inducing ads by instead choosing toughnessover 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. 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.
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Eschewing the cliché of sad, tear-inducing ads, this film for a children's hospital focuses on the fierce fighting spirit of the patients, and the unrelenting drive of the doctors and nurses. The intensely shot and edited film shows the kids gearing up for battle, cutting between real life in the hospital and their metaphorical “inner warriors”, all set to a dramatic hip-hop track. Fifty patients and their family members and over 100 staff members at SickKids Hospital in Toronto filmed this spot to show viewers that “sick is not weak, sick fights back.” Real patients wrapped their hands before gloving up and stepping into the ring; strapped on armour as they prepared for the battlefield and donned wrestling masks to show their strength.
