2019 Winner

SickKids Foundation

SickKids VS: Crews

Cossette

BronzePublic Service - Niche Marketing - Best in Niche Targeting

Toronto’s Hospital for Sick Children needs to be rebuilt, so to unite people around the cause, it divided them. Knowing that most of its prospective donors from previous campaigns had already been converted to donors, SickKids discovered that many sub-groups were donating on their own. “SickKids VS: Crews” leveraged that insight and created a campaign and donation platform where people could self-identify with different sub-groups and join a crew. Fifty-two influencers called on people to join their crew, generating over 11.7 million social impressions. And by showing that anyone – from cosplayers to fashionistas – could be a donor, the hospital raised $68.7 million (a $10 million increase) in just two months and generated 155,000 new donors, a 19% gain.

Credits
Agency: Cossette Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi Creative Director/CW: Craig McIntosh, Jinnean Barnard Creative Director/AD: Jaimes Zentil, Mario Cesareo Copywriter(s): Jordan Hamer, Elijah DiGangi Art Director(s): Spencer Dingle, Andy Ng Agency Producer: Erica Metcalfe Account Coordinator: Dayna Blustein Account Executive(s): Hillary Gonzalez, Rina McNicol, Emma Sleeper Account Director: Daniel Dolan Group Account Director: Melissa Levenberg VP, Brand Director: Tishan Canagasaby Strategist: Rami Dudin Strategy Director: Denika Angelone SVP, Strategy: Rosie Gentile Senior Retoucher: Trevor Gauthier Senior Production Artist: Shireen Kok Studio Director: Raquel Mullen Print Producer: Dawn-Marie Mills

Production House: Scouts Honour Director(s): Mark Zibert, Kevin Foley DOP(s): Chris Mably, Kiel Milligan Executive Producer(s): Rita Popielak, Simon Dragland Line Producer(s): Rita Popielak, Jeff Schwartz Editing House: The Assembly Reps Editor(s): Steve Puhach, Mitch Finn Animation/CG: The Vanity / SHED Online Facility: The Vanity Flame Artist: Naveen Srivastava Colourist: Andrew Exworth Photography Studio: JKReps Photographer: Sandy Pereira Audio House: Berkeley Inc. Music Creative Director: Jared Kuemper Music Licensing: Francois Lachance of Music Rights Clearance Inc Song: “Moonlight” by Nicholas Britell

Digital Production Company: Array of Stars

Media Company: OMD Canada Managing Director: Jammie Ogle Senior Strategist: Rebecca Shrimpton

PR Company: Citizen Relations Senior Account Manager: Erin Banting Senior Account Manager: Rebecca Myers

Clients – SickKids Foundation VP, Brand Strategy and Communications: Lori Davison, Heather Clark Director, Integrated Brand Marketing: Kate Torrance, Noelle de la Mothe Director, Public Relations: Sandra Chiovitti Associate Director, Community Stakeholder Relations: Lisa Charendoff Director, Digital Projects: Harleen Bhogal Marketing Manager(s): Tina Tieu-Lafrance, Tanya Tucker Coordinator, Public Relations: Madeline Salerno