SickKids is more than just a hospital;
it’s a place of legends.
For the 2022 SickKids Legends campaign, we set out to redefine what it means to be a legend, adding patients, doctors, nurses, and researchers to the definition. Our campaign was inspired by their heroic stories and iconic moments from the hospital's history. All to remind people what a pillar SickKids has been for the community for over 150 years and how a new hospital will house all the legends yet to come.
Our campaign begins with a film highlighting the rich history of the hospital and its impossible dream to make every child a healthy child. It all culminates in one final push to finish what we started: to raise $1.5 billion to build a new SickKids worthy of these legends.
Out of Home: Print & Digital
Billy Bishop Airport Takeover
Agency: Cossette // Executive Creative Director: Anthony Atkinson // Group Creative Directors: Mario Cesareo, Sarah Rutherford // Associate Creative Directors: Alene Shahnazarian, Alex Korobova, Andrew Niemira // Art Direction & Design: Alex Korobova // Copywriting: Sarah Rutherford, Alene Shahnazarian, Andrew Niemira.