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_CP17073M

About the Work

With consumers trained to expect a specific look and feel from cause marketing, the typical sad, muted, and helpless advertising approach no longer broke through. Donations were flatlining. So we stopped talking like a charity and started acting like a performance brand. Our new campaign -‘SickKids VS’ – rebranded the hospital in the vein of other great performance brands like Nike and Under Armour. We ditched the minimal, muted, and passive look & feel typical of hospital advertising and created intense and dynamic photography with big, bold type. The art direction revolved around our equally aggressive neon ‘SickKids VS’ wordmark that pierced through the grey, wintry skies surrounding our OOH placements and signalled to untapped donors that we wouldn’t be ignored. The bold and striking campaign rallied the entire city, inspired patients and staff, and became the most successful campaign in SickKids’ history, setting an all-time record for donations.