2018 Winner

SickKids Foundation

Family Tree

Cossette

BronzeBest Use of Digital - Best in Websites and Microsites

A sense of community can be a powerful trigger for action. To grow new branches on its tree of donors, SickKids and Cossette tapped already-existing donors with a direct line to the foundation. The team used the visual of a tree to show how everyone who has ever been touched by SickKids is connected. The interactive tree lived on a microsite and a campaign targeted existing donors by asking them to join the “Family Tree.” Advertising on Facebook, Twitter and Instagram then invited donors’ family, friends and followers to also add their names to the tree. Members could track their unique branch in real-time and watch their support network expand through a series of data visualizations. The campaign resulted in 14,500 branches, surpassing the donor prospect goal by more than 550%.

Credits
Client - SickKids Foundation
Heather Clark, Vice President, Direct and Digital Marketing
Noelle de la Mothe, Director, Direct and Digital Marketing
Vanessa Teall, Associate Director, Direct and Digital Marketing
Lana Chen, Associate Director, Direct and Digital Marketing
Nathalie Copas, Manager, Direct and Digital Marketing
Lori Davison, Vice President, Brand Strategy and Communications
Tina Tieu-Lafrance, Manager, Brand Marketing and Communications

Agency - Cossette
Carlos Moreno, Global Chief Creative Officer
Peter Ignazi, Global Chief Creative Officer
Mario Cesareo, Creative Director
Sarah Rutherford, Creative Director
Noah Feferman, Associate Creative Director
Elijah Di Gangi, Senior Copywriter
Andy Ng, Senior Art Director
Anton Mwewa, Art Director
Rosie Gentile, SVP Strategy
Tishan Canagasaby, VP Client Lead
Melissa Levenberg, Group Account Director
Daniel Dolan, Account Director
Lily Dang, Account Executive
Annekatrin Mueller, Senior Digital Project Manager
Sukhdeep Gill, Technical Director

Production - Thinkingbox
Andy Wadsworth - Executive Producer
Christine Clark, Director of Production
Selena Stokes, Digital Producer
Cody Hart, Creative Technologist
Shelley Adamson, Design Director
Kevin Mak, Creative Director
Justin Desjardins, Director of Creative Technology
Paul Jarrow, Front End Developer
Eriz Chau, Front End Developer
Pedro Kauati, Interactive Developer
Alex Coelho, Digital Designer
Shafakat Reshamvala: Motion Graphics Designer

Media Agency - OMD
Rebecca Shrimpton, Senior Strategist