Life happens in the blink of an eye in this artful hospital campaign

Toronto agency Courage and director Hubert Davis capture life’s pivotal moments in new spot

Published On
Apr 12, 2024
A family gazing into the camera

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In the blink of an eye, great moments and experiences in life often tend to fleet by. This naturally occurs as a consequence of time always flowing forward, giving people a chance to experience both a beginning and an end.

Throughout life, individuals experience a broad spectrum of changes and phases, often involving healthcare—from the journey of childbirth to rushing to the hospital after a school injury, from the first solo checkup after leaving home to treatment for an unexpected illness.

In Canadian hospital North York General’s newest short film, we experience snippets of someone’s life as they change with each blink. “Blink” follows a woman as she witnesses her daughter, Emma, from birth to her first steps, through her teenage years, her wedding day, and the mother’s own milestone of becoming a grandma, as well as her challenging battle with breast cancer.

The “blinks” do not present a clear picture; instead, they have a hazy, memory-like look and feel.

 

The 90-second film was directed by Canadian filmmaker Hubert Davis at Folktale Films and created in collaboration with Toronto-based agency Courage. It aims to provide a look into the support and reliability a person can expect from the hospital throughout any person’s life.

“We loved the idea of telling a beautiful story of someone’s life through quick little blinks in time,” said Domenique Raso, creative director at Courage. “And when we think of life’s most important blinks, a trusted hospital is really at the core of most of them. It made for a compelling and emotional story that everyone immediately gravitated to from the day we presented the idea.”

The campaign features real physicians, nurses and clinicians from the hospital, meant to authentically capture “the humanity of North York General.” 

“We saw this as an opportunity to celebrate the communities we serve and showcase that we’re here to provide exceptional care and unmatched kindness from birth and throughout life,” said Ya Shan Waley, North York General Foundation’s chief marketing and communications officer.

The campaign continues the creative relationship between North York General Hospital, affiliated with the University of Toronto, and Courage, which also resulted in the release of the bestselling pregnancy and childbirth book, “What No One Tells You When You’re Expecting,” last October.

“Blink” will air on connected TV and YouTube, and the campaign will receive further support through paid social media, digital out-of-home advertising, TSAs, Cineplex Value Add and print.

Credits

Date
Apr 12, 2024
Client :
North York General
Agency :
Courage
Founder & CCO :
Dhaval Bhatt
Founder & CCO :
Joel Holtby
Partner & CSO :
Tom Kenny
Partner & President :
Niki Sahni
Creative Director/Writer :
Domenique Raso
Creative Director/ Art Director :
Cindy Marie Navarro
Account Director :
Kat Ledgett
Account Executive :
Darita Obodo
Group Strategy Director :
Rami Dudin
Executive Producer :
Clair Galea
Producer :
Sam Benson
Producer :
Katie Fowler
President & CEO :
Everton Gooden
President & CEO :
Seanna Millar
Chief Marketing & Communications Officer :
Ya Shan Waley
Chief Communications Officer :
Janine Hopkins
Director Marketing & Communications :
Lori D'Amore
Sr Specialist Digital & Graphic Design :
Cody Brifoglio
Production :
Folktale Films
EP :
Tom Evelyn
EP :
Lexy Kavluk
EP :
Hubert Davis
Director :
Hubert Davis
DP :
Stuart Cameron
Line Producer :
Ian Fingland
AD :
Soo-Won Lee
PM :
Brandon Pitt
Sound Mixer :
Sanjay Mehta
Production Designer :
Michael Walker
Wardrobe :
Sheri Monk
Hair/Makeup :
Cathy Ann Cuthbert
Casting :
Jigsaw Casting
Casting Director :
Shasta Lutz
Offline :
Nimiopere
Editor :
Graham Chisholm
Assistant Editor :
Shalini Menon
Executive Producer :
Julie Axell
Transfer & Online :
Alter Ego
Colorist :
Lily Henry
Color Assistant :
Vika Svishchova
VFX Artist :
Eric Perrella
VFX Assistant :
Nupur Desai
VFX Assistant :
Melany McEachern
Production Coordinator :
Sam Omand
Producer :
Mariya Guzova
Executive Producer :
Hilda Pereira
Audio :
Berkeley Inc.
Creative Director :
Jared Kuemper
EP :
Tyna Maerzke
Engineer :
Tyler Young
Assistant Engineer :
Marcel Hidalgo
Media Agency :
Rebel & Thorn

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