Sick Children Become Fierce Heroes in Powerful Ad for Kids' Hospital

Spot Is Reminiscent of Cannes Grand Prix-Winning 'Meet the Superhumans'

Published On
Oct 14, 2016

Editor's Pick

A powerful spot for Canada's SickKids Foundation breaks from the category's conventions of emotional, tear-inducing advertising by re-casting children with illnesses as fierce warriors.

The film splices together fast and frenetic images of kids (and the doctors, family and friends who support them) "gearing" up for battle, dressed as knights, superheroes, daredevils or soldiers on the front line. They and their supporters face off against kidney failure, autism, cystic fibrosis and more in a fantasy-meets-reality scenario set to a driving, rap track.

The little ones featured in the film are either current, or past patients of SickKids. The campaign also has a print component, featuring "hero" images of the children.

Created out of Cossette and directed by Mark Zibert out of Skin and Bones Film Company, the ad is reminiscent of the Cannes Grand Prix-winning "Meet the Superhumans" ad from Channel 4, which compelled viewers to rethink misconceptions of paralympian athletes.


Oct 14, 2016
Brand :
SickKids Hospital
Client :
SickKids Hospital
Agency :
Chief Creative Officer :
Carlos Moreno
Chief Creative Officer :
Peter Ignazi
Creative Director :
Craig McIntosh
Creative Director :
Jaimes Zentil
Producer :
Dena Thompson
Brand Director :
Michelle Perez
Account Supervisor :
Olivia Figliomeni
Account Supervisor :
Lindsay Hill
Senior Vice President, Brand Strategy and Marketing Communications :
Lori Davison
Director, Integrated Marketing :
Kate Torrance
Marketing Manager :
Tina Tieu
Stakeholder Communications Advisor :
Lisa Charendoff
Associate Director :
Lisa Charendoff
Brand Strategy :
Lisa Charendoff
PR Specialist :
Madeline Salerno
Associate Director, Content Production :
Andrew Hart
Production Company :
Skin and Bones Film Company
Director :
Mark Zibert
Executive Producer :
Dan Ford
Director, Photography :
Jackson Parrell
Line Producer :
Joan Bell
Editor :
Marka Rankovic
Production Designer :
Jay Pooley
Costumes :
Ashley Wood
Post Production :
The Vanity
Visual Effects Artist :
Sean Cochrane
Executive Producer :
Stephanie Pennington
Animation :
Animation :
Executive Producer :
Patrick Nugent
Executive Producer :
Danny Hirsch
Animator :
Earl Burnley
Animator :
Henry Deleon
Animator :
Sam Sparks
Animator :
Michael Relth
Animator :
Yelim Lee
Animator :
Jesse Monsour
Animator :
Jahmad Rollins
Sound Design and Music :
Didier Tovel
Music and Sound Design Company :

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