11/30/2021
Work
New SickKids Holiday Campaign Celebrates the Brave
by
Cossette
The holidays are upon us, and at this time of year most kids are worried about being on the “naughty” or “nice” list. But at SickKids, there is no naughty or nice - there’s only the brave.
Introducing “The Brave List”, a new campaign dedicated to courageous SickKids patients, both past and present.
Created by Cossette, the campaign recognizes the incredible bravery of SickKids patients and encourages the public to donate to the SickKids Get Better Gifts (GBG) program. And until December 31, The Brave List, featuring the names of over 400 SickKids patients, will be projected onto the large chimney of The Boiler House in Toronto’s Distillery District during Winter Village.
There’s a lot of pent up excitement and generosity around the holidays this year. So we thought, why not leverage that to get people to think about the kids who have to spend their time in the hospital? The “naughty and nice” list is something most people know about already. It gave us a good base to build our creative ideas off of, and plants the seed for different iterations in the future.
Jaimes Zentil, Executive Creative Director at Cossette
During the holiday season, there are 250 patients each night who need to stay in hospital, who then miss out on holiday festivities and celebrations with their families and friends. We saw an opportunity to disrupt the traditional and familiar sentiment of the naughty and nice list to instead pay tribute to the resilience and courage of our patients, and to shine a light on their bravery.
Roy Gruia, Director, Brand Strategy & Communications, SickKids Foundation
The holiday season lends itself to more magical and whimsical creative storytelling and our hope with this campaign is to inspire and remind the community of the serious life experiences our patients and their families are going through – regardless of the season – in a brand story that is both bold and lighthearted. In addition to the hero film designed to inspire, we have created a fully integrated campaign to build awareness and drive conversion – ultimately encouraging our community to support patients through our Get Better Gifts program.
Vanessa Teall, Director, Product Marketing, Lottery & Gaming, SickKids Foundation
Credits
Client: SickKids Foundation
VP, Brand Strategy & Communications: Kate Torrance
SVP, Mass, Direct & Digital Marketing – Heather Clark
Director, Brand Strategy & Communications: Roy Gruia
Director, Product Marketing – Vanessa Teall
Associate Director, Community Stakeholder Relations: Lisa Charendoff
Associate Director, Integrated Brand Marketing: Tina Tieu-Lafrance
Marketing Manager: Jessica Myers
Manager, Product Marketing – Jillian Kuchard
Agency: Cossette
Chief Creative Officer: Peter Ignazi
Executive Creative Director: Jaimes Zentil
Creative Director: Anthony Atkinson
Associate Creative Director/Art Director: Alyssa Graff
Associate Creative Director/Copywriter: Dana Ciani
Associate Creative Director/Art Director (1:1): Andy Ng
Associate Creative Director/Copywriter (1:1): Kay Benedek
Producer: Tiffany Ling
VP, Group Business Director: Tyler Robson
Group Business Director: Carmen Steger
Account Supervisor: Alex Hughes
VP, Strategy: Denika Angelone
Senior Strategy Director: Geraldine Tixier
Senior Strategist: Bella Ianetta
Media: OMD
PR: Citizen Relations
Film Credits
Production House: Scouts Honour
Director: Brent Foster
Editing House: Outsider
Music & Audio: Rajakovic Electric
VFX: The Vanity