A child tells her cancer journey through metaphors in hospital group’s emotional animated film
‘The Orange’ from the CHU Sainte-Justine Foundation is based on the true story of a young patient and her grandmother
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A child innocently explains what it’s like to have a brain tumor—using the metaphor of an orange—in an emotional campaign from the CHU Sainte-Justine Foundation, a charity supporting Quebec’s mother-and-child hospital and pediatric research center.
“The Orange,” a three-minute animated short film created by LG2, explains the emotional journey of diagnosis and treatment for cancer from a child’s perspective. The film, which is part of GHU’s larger campaign platform “Grow Beyond,” was produced with animations reminiscent of children’s drawings.
Throughout the film, the child narrates her harrowing journey in simple terms, as the adults around her, including her grandmother, struggle to cope. At the end of the film, it’s revealed that the animation is based on a true story of a CHU Sainte-Justine patient and her grandmother.
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“To tell stories inspired by real cases, we wanted to use the point of view of children, in all their naivety,” said Emmanuelle Ouimet, vice president of marketing and communications at CHU Sainte-Justine Foundation. “Metaphors and parables are often used in everyday life at Sainte-Justine because the staff’s role is to explain and support patients in larger-than-life situations. For example, when we tell a child that we’re going to move mountains to heal him, he literally sees mountains being moved, and that’s also what growing beyond is all about.”
“The Orange” is the hero film for the campaign, but other videos will also be released. The film will run on TV in Quebec until the end of October. In addition, a series of out-of-home posters and digital banners in French will display tiny fists raised as a sign of victory over illness to complement the film.
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Credits
- Date
- Sep 30, 2024
- Client :
- CHU Sainte-Justine Foundation
- Director Communications :
- Julie Veilleux
- VP Marketing & Communications :
- Emmanuelle Ouimet
- President & CEO :
- Delphine Brodeur
- Agency :
- lg2
- Chief Creative Officer :
- Marc Fortin
- VP Executive Creative Director :
- Marilou Aubin
- VP Strategy :
- Sophie-Annick Vallée
- VP Account Services :
- Marie-Christine Cayer
- Executive Creative Direction :
- François Sauvé
- Copywriting :
- Guillaume Bergeron
- Art Direction :
- Mario Pesant
- Art Direction :
- Miriam Rondeau
- Strategic Planning :
- Stéfanie Forcier
- Account Services :
- Julianne Guilbault
- Account Services :
- Judith Dupuis
- Account Services :
- Karine Payette
- Project Management :
- Justine Trottier
- Agency Production :
- Isabelle Fonta
- Illustration :
- Manon Rémillard
- Layout Artist :
- Cedrick Patenaude
- Production Company :
- Gorditos
- Producer :
- Veronique Poulin
- Producer :
- Luka Tremblay
- Director :
- Raphaël Ouellet
- DOP :
- Raphaël Ouellet
- Photography :
- Raphaël Ouellet
- Editing :
- Pénélope St-Cyr Robitaille
- Sound Studio :
- Circonflex
- Engineering :
- Frédéric Laurier
- Engineering :
- Craig Murdock
- Music :
- François-Pierre Lue
- Music :
- Olivier Girard
- Music :
- Paul-Étienne Côté
- Music Supervisor :
- Laurence Guichandut
- Post Production Company :
- Rodeo FX
- Animation Direction :
- Ben & PH
- VFX Supervision :
- Erik Gagnon
- Production :
- Denise Dietz
- Animation :
- Xavier Sailliol
- Animation :
- Hannes Stummvoll
- Environment :
- Eric Stevenot
- Colorization :
- Benoît Côté
- Composition :
- Cesar Mion
- Composition :
- Camille Potvin
- Composition :
- Anne Georges
- Composition :
- Aurelie Lafitte
- Public Relations :
- YPR
- President :
- Yanik Deschênes
- Director PR & Influencer Marketing :
- Laetitia Harty
- Media Relations Manager :
- Pauline Lazarus
- Coordinator :
- Jasmine Dufour-Grégoire
- Media Agency :
- Jungle
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