SickKids Foundation - "SickKids VS: Undeniable (90s)"

Cossette

Cossette Toronto, Canada

Awards

33665

This ad is part of the ACT Responsible Collection

Brand: SickKids Foundation
Country: Canada

Advertiser: SickKids Foundation

Title	SickKids VS: Undeniable (90s)
Brief	This film for Toronto's SickKids Hospital breaks from convention by choosing toughness over tears. It focuses on the fierce fighting spirit of the patients, and the unrelenting drive of 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”, all set to a hard-driving hip-hop track.
Agency	Cossette
Campaign	SickKids VS: Undeniable
Advertiser	SickKids Foundation
Brand	SickKids Foundation
Date of First Broadcast/Publication	2015 / 10
Business Sector	Hospitals, Healthcare facilities & Medical Services
Story	This 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. 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.
Media Type	Television
Length	120 seconds
Chief Creative Officer	Carlos Moreno
Chief Creative Officer	Peter Ignazi
Creative Director	Craig McIntosh
Creative Director	Jaimes Zentil
Copywriter	Craig McIntosh
Art Director	Jaimes Zentil
Designer	Natasha Michalowska
Agency Producer	Dena Thompson
Account Supervisor	Olivia Figliomeni
Account Director	Hanh Vo
Brand Director	Michelle Perez
Brand Director	Steve Groh
Director Strategy	Fernando Aloise
Chief Strategy Officer	Jason Chaney
Production Company	Skin and Bones Film Company
Editing Company	Skin and Bones Film Company
Director	Mark Zibert
Director of Photography (DOP)	Jackson Parrell
Production Company Producer	Dan Ford
Production Company Producer	Liane Thomas
Production Company Producer	Joan Bell
Editor	Marka Rankovic
Music Creative Director	Didier Tovel