Make A Wish International ‘Lights Up Hope’ with Shadowology Campaign

Portraying the sentiment of hope that children and their families feel once a child’s wish is granted

Published On
Apr 25, 2023


Make-A-Wish International transforms the lives of children and their families during some of the most difficult trials of critical illness. Make-A-Wish’s “Light Up Hope” campaign celebrates the imagination of children all over the world, bringing their wishes to life through the art form of ”Shadowology.” When a critically ill child’s wish is granted, they are given more than just a one-time experience. They are given hope and emotional strength needed to cope with their illness. The “Light Up Hope” campaign portrays the sentiment of hope that the children and their families feel once a child’s wish is granted.

VIA demonstrated hope and imagination by turning everyday medical objects found in critically ill children’s lives into visionary illustrations representing their dreams and symbolizing hope even during the most difficult times. For this international campaign, it was instrumental to partner with international artist Vincent Bal, renowned for his whimsical illustrations created through shadow and light. The animated illustrations went live on social media, specifically Facebook and Instagram.



Apr 25, 2023
Agency :
The VIA Agency
Client :
Chief Creative Officer :
Bobby Hershfield
Creative :
Lauren Croteau
Creative :
Chris Aventaggio
Planning Lead :
Corri Gardner
Strategy :
Luke Stevens
Project Management :
Amy Waterman
Production :
Christopher McLallen
Production :
Alexa Baggitt
Production :
Amanda Gray
Production :
Duane Holmblad
Editor :
John Higgins
Designer :
Lee Cutrone
Shadow Director :
Vincent Bal

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