2019 Winner

SickKids Foundation

SickKids VS: Crews

Cossette

GoldCause/Public Service

GoldEvolution Strategy: Keeping it Fresh

GoldSocial/Conversational Strategy

BronzeConnection Strategy

SickKids Foundation had a pretty hefty goal. It needed to keep the momentum of its award winning “VS” campaign going and raise 1.3 billion over 10 years for its hospital. However, the previous work had been so successful that anyone who had already donated felt they had “done their job.” So Cossette came up with a solution to persuade the altruistic to give again, while also calling on new donors.

The team found “sub-groups” among donors. They were friends, families and co-workers who had shared experiences with the hospital, and together, they became the faces of a campaign that mobilized “Crews” to join the fight.

Fifty-two influencers were chosen to rally support within their crews. They shared content from personal stories to provocative rally cries across social. JoinYourCrew.ca was the hub in which people could identify the crew they most relate to and then pledge their support for SickKids through a donation. Print and OOH ads were designed to reference “crews” in neighbouring locations (i.e.“the straight-razors” near barber shops). And finally, an anthemic spot showed crews converging on the site of the future SickKids hospital, calling on Canadians to join the fight.

The campaign managed to raise $68.7 million during the period, topping the previous year by $10 million. It also picked up three Golds: Evolution Strategy, Cause and Social Strategy, plus a Bronze for its Connection Strategy.

Credits
Agency: Cossette
Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Creative Director(s): Craig McIntosh, Jaimes Zentil, Mario Cesareo, Jinnean Barnard
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
SVP, Strategy: Rosie Gentile
Strategy Director: Denika Angelone
Strategist: Rami Dudin
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
Managing Director: Jammie Ogle
Senior Strategist: Rebecca Shrimpton

PR Company: Citizen
Senior Account Manager: Erin Banting
Senior Account Manager: Rebecca Meyers

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

Need help? Contact Clare O'Brien at 1-416-408-2300 x307 or cobrien@brunico.com.