The One Show
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Category
Spatial Design / Experiential & Immersive
Annual ID
OS22_DE125M
About the Work
Over 300 kids are treated at SickKids over the holidays. To raise their spirits, the hospital tasked us with gathering donations that would help provide enough gifts and activities for each and every patient. They set an aggressive fundraising goal to ensure that holidays at the hospital felt more like holidays at home.
To meet that goal, we created The Brave List: A new holiday list made to recognize their courage. Every SickKids patient, new and old, earns their place the moment they walk through the hospital doors. Because while most kids are off worrying about making The Naughty or Nice List, SickKids patients have much more important things to worry about. This year, we let Santa cover the naughty and nice, and asked consumers to take care of the brave.
Names were added to the list in droves and the campaign urged donations at every touchpoint: Through sixty second film, patient-centric online videos, print, direct marketing, and a large-scale activation. The physical list was projected as an endless scroll, sky-high in the wildly popular Toronto Christmas Market, where over 500,000 people would see their names. The press, the people, and most importantly the patients, took notice.
At SickKids, there is no naughty or nice, there is only The Brave.
To meet that goal, we created The Brave List: A new holiday list made to recognize their courage. Every SickKids patient, new and old, earns their place the moment they walk through the hospital doors. Because while most kids are off worrying about making The Naughty or Nice List, SickKids patients have much more important things to worry about. This year, we let Santa cover the naughty and nice, and asked consumers to take care of the brave.
Names were added to the list in droves and the campaign urged donations at every touchpoint: Through sixty second film, patient-centric online videos, print, direct marketing, and a large-scale activation. The physical list was projected as an endless scroll, sky-high in the wildly popular Toronto Christmas Market, where over 500,000 people would see their names. The press, the people, and most importantly the patients, took notice.
At SickKids, there is no naughty or nice, there is only The Brave.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Cossette / Toronto
Production Company
Scouts Honour / Toronto
Media Distribution Company
OMD / Toronto
Director
Roy Gruia
Executive Creative Director
Craig McIntosh
Jaimes Zentil
Associate Director
Lisa Charendoff
Tina Tieu-Lafrance
Global Chief Creative Officer
Peter Ignazi
Associate Creative Director / Art Director
Andy Ng
Associate Creative Director / Copywriter
Dana Ciani
Kay Benedek
Director, Product Marketing
Vanessa Teall
Group Business Director
Carmen Steger
Group VP, Head of Strategy
Max Keane
Manager
Jessica Myers
Senior Strategist
Bella Iannetta
Senior Strategy Director
Géraldine Tixier
SVP, Direct & Digital Marketing
Heather Clark
VP, Brand Strategy & Communications
Kate Torrance
VP, Strategy
Denika Angelone
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