Sick Children Become Fierce Heroes in Powerful Ad for Kids' Hospital
Spot Is Reminiscent of Cannes Grand Prix-Winning 'Meet the Superhumans'
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.
Credits
- Date
- Oct 14, 2016
- Brand :
- SickKids Hospital
- Client :
- SickKids Hospital
- Agency :
- Cossette
- 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 :
- A52
- Animation :
- Elastic
- 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 :
- SNDWRX
Need a credit fix? Contact the Creativity Editors
