SickKids: Legends
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.
LIST OF AWARDS
Cannes Lions: Creative Strategy – Silver – Long-term Strategy // Clio Awards: Film Craft Cinematography – Silver, Film Craft Direction – Silver, Film Craft Editing – Bronze // Applied Arts – Advertising: TV/11 PSA/Charity Video – Single, AC/14 Directing for Video – Single, AC/17 Editing Video – Single, AC/24 Music – Single // Effie Awards: Health & Wellness: Healthcare Services – Silver // The Gerety Awards: Work for Good: TV/Cinema – Silver, Health Cut: Online Video – Silver, Communication Cut: Online Video – Bronze, Integration: Online Video – Bronze, Craft Cut: Direction – Bronze // Marketing Awards: Public Service Advertising: Television Single – Merit // The One Show: Health & Wellness Film – Merit
Out of Home: Print & Digital
Billy Bishop Airport Takeover
Credits
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.