SickKids Foundation - "SickKids VS: Undeniable (120s)"

Cossette Toronto, Canada

Awards

15998

This ad is part of the ACT Responsible Collection

Brand: SickKids Foundation
Country: Canada

Advertiser: SickKids Foundation

Title	SickKids VS: Undeniable (120s)
Brief	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. -- 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.
Agency	Cossette
Campaign	SickKids VS: Undeniable
Advertiser	SickKids Foundation
Brand	SickKids Foundation
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Posted	May 2017
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Television & Cinema
Length	120 seconds
Production Company	Rogue Films
Director	M..k Z...rt Subscribers Only
Chief Creative Officer	C...os M...no Subscribers Only
Chief Creative Officer	P...r I...zi Subscribers Only
Creative Director	C...g Mc....sh Subscribers Only
Creative Director	J...es Z...il Subscribers Only
Copywriter	C...g Mc....sh Subscribers Only
Art Director	J...es Z...il Subscribers Only
Designer	N....ha Mi......ska Subscribers Only
Agency Producer	D..a Th....on Subscribers Only
Account Supervisor	O...ia Fi.....eni Subscribers Only
Account Supervisor	D...el D...n Subscribers Only
Account Director	H..h .o Subscribers Only
Brand Director	Mi....le P...z Subscribers Only
Director Strategy	Fe....do A...se Subscribers Only
Chief Strategy Officer	J...n C...ey Subscribers Only
Production Company	S..n . B...s Subscribers Only
Editing Company	S..n . B...s Subscribers Only
Director of Photography (DOP)	J....on P....ll Subscribers Only
Editor	M...a Ra....ic Subscribers Only