The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2017 One Show - Cross-Platform

SickKids VS

Agency Cossette / Toronto

Client SickKids Foundation
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

OS_CP17068M

About the Work

After 141 years as a world-renowned hospital, SickKids’ building was old and in desperate need of a major overhaul. So too was the brand. With consumers being trained to expect a specific tone and message from cause marketing, the typical sad and helpless advertising approach no longer broke through. Our donations were flatlining. We wouldn’t reach our ambitious fundraising goals unless we did something radically different. So we decided to stop talking like a charity and start acting like a performance brand. We transformed the SickKids brand by instead focusing on the knock-down-drag-out, never give up will to win that was always there in our doctors, nurses, and patients. Our bold, intense advertising jolted donors off the sidelines and got them into the fight. It rallied the entire city, inspired patients and staff, and launched the most successful campaign in SickKids’ history, raising an all-time record in donations.