Cossette’s 120 second film for SickKids is strangely compelling. Strangely because it’s simply a call to arms. There is a smattering of sick children moments, but the ad relies mostly on the power of an impassioned leader, like all calls to arms throughout history, and the strength of its production decisions, like all great ads. The ad also has one trick up its sleeve. It identifies and names groups of people who could donate, creating a “join your tribe” effect.
The ad, SickKids VS: Join Your Crew, is targeting all people in the Greater Toronto Area in its effort to raise $1.3 billion in order to build a new SickKids to replace the 1949 building in which it is currently housed and builds on the already established VS platform.
“Our goal is to rally the GTA by creating crews, empowering people and bringing them together based on characteristics and passions that they share with others”, explained Peter Ignazi, global chief creative officer at Cossette.
“Whether you strut the catwalk or the sidewalk, whether you cycle on two wheels or even in training wheels, or whether you’re a first-miler or a marathoner, we are all a critical part of a SicKids Crew. It’s time to join in the mission to build a new hospital that will lift paediatric healthcare to new heights for future generations.”
To inspire Torontonians even more, an influencer strategy was developed working with Citizen Relations. High profile Toronto personalities and social media influencers, such as Canadian Olympic sprinter, Andre Degrasse; Toronto Raptor, Fred VanVleet; Canadian actress, Torri Webster; and lifestyle influencer; Allegra Shaw, were integrated into the creative, making them “Crew leaders” and allowing the call-to-action to resonate on a deeper level with their follower base. Influencer relations will be use to sustain the conversation through to the holiday season.
The film features well-known Canadian actor, Colm Feore, as the motivational leader and ET Canada host, Cheryl Hickey. It is running in cinema and online, in addition to 90- and 60-second TVCs. The campaign also includes OOH in the Toronto area, digital and social media ads.
Credits
Agency: Cossette
Global Chief Creative Officers: Carlos Moreno & Peter Ignazi
Creative Directors: Craig McIntosh & Jaimes Zentil
Art Director: Spencer Dingle
Senior Vice-President, Strategy: Rosie Gentile
Strategy Director: Denika Angelone
Senior Strategist: Rami Dudin
Senior Vice-President, Client Service Director Janis Lindenbergs
Vice President, Client Leader: Tishan Canagasaby
Group Account Directors: Melissa Levenberg & Andrea O’Donnell
Account Director: Daniel Dolan,
Account Executives: Hillary Gonzalez & Rina McNicol
Account Coordinator: Dayna Blustein
Producer Erica Metcalfe,
Production: Scouts Honour
Media Agency: OMD
PR Agency (Influencer Relations): Citizen Relations
Senior Account Manager Erin Banting
