2018 Winner
SickKids Foundation
SickKids VS - All In
Cossette
SilverBest Media Insights - Best Disruption
The building that houses the Hospital for Sick Children in Toronto is nearly 70-years-old and in dire need of a pricey rebuild. SickKids Foundation tapped Cossette to get Torontonians to rally together and help support this mission. The “All In” iteration of the wildly successful “VS” campaign started with a media event and a two-minute online film. The city was then blanketed in OOH ads, from billboards to transit shelters and streetcar wraps. From there, the team took the campaign to the community level, with local businesses donating walls for murals that called for specific neighbourhoods to join the fight. The ads also featured SickKids’ patients that lived in the local area. The hyper-local targeting paid off, with SickKids breaking its fundraising record and reaching $100 million in donations in a single campaign period.
Credits
Clients – SickKids Foundation
VP, Brand Strategy and Communications: Lori Davison
Director, Integrated Brand Marketing: Kate Torrance
Director, Public Relations: Sandra Chiovitti
Associate Director, Community Stakeholder Relations: Lisa Charendoff
Marketing Manager(s): Tina Tieu-Lafrance, Kelly Hanley
Coordinator, Public Relations: Madeline Salerno
Agency: Cossette
Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Creative Director/CW: Craig McIntosh
Creative Director/AD: Jaimes Zentil
Senior Designer: Oleg Portnoy
Account Coordinator: Maggie Kent
Account Executive: Lily Dang
Account Director: Daniel Dolan
Group Account Director: Melissa Levenberg
VP, Brand Director: Michelle Perez
Chief Strategy Officer: Jason Chaney
Photographer: Sandy Pereira
Photography Studio: JKReps
Graffiti Muralist: Mitchell Lanecki (Omen514)
Logo Design: The Mill NYC
Senior Retoucher: Trevor Gauthier
Senior Production Artist: Shireen Kok
Studio Director: Raquel Mullen
Print Producer: Dawn-Marie Mills
Media Company: OMD
Senior Strategist: Rebecca Shrimpton
Business Director: Jammie Ogle