The One Show

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2022 One Show - Music & Sound Craft

SickKids VS Be A Light

Agency Cossette / Toronto + Scouts Honour / Toronto + Outsider Editorial / Toronto

Client SickKids Foundation


Music Adaptation / Song

Annual ID


About the Work

Through primary research, we found that many parents describe illness as a dark cloud descending on their family; elusive, indiscriminate, and terrifying. And if the pandemic has taught us anything, it’s that this dark cloud of illness can descend upon any of us at any time, without warning. It can take hold of our daily lives, push us to our limits and change us forever. This insight led to the “Be a Light” campaign, which dramatized the epic and eternal good vs. evil conflict by manifesting childhood illness as darkness - an invasive force that threatens us all. SickKids (doctors, researchers, patients, parents) was positioned as the brilliant, hopeful light that beats it back, but most importantly, it called on everyone to become a source of light; to join us as a monthly donor now to help build the new SickKids, and play a part in defeating the darkness of childhood illness. The campaign played out through mass awareness tactics such as OOH and film (including being the first ad to play in cinemas when the lights went down), consideration tactics such as print and social, and conversion tactics like digital, 1:1, and social. We also made the campaign hyper-relevant for the communities of Kawartha Lakes, the hometown of one of our hero patient ambassadors through radio, OOH, in-mall booths and door to door canvassers.

2022 Awards

Total Points: 9



Cossette / Toronto

Production Company

Scouts Honour / Toronto

Post Production Company

Outsider Editorial / Toronto

Media Distribution Company

OMD / Toronto

Executive Creative Director

Craig McIntosh
Jaimes Zentil


Kayan Choi

Agency Producer

Caroline Wrinch

Assistant Editor

Nathan Olszewicki

Associate Director

Lisa Charendoff
Tina Tieu-Lafrance

Global Chief Creative Officer

Peter Ignazi

Managing Director

Daryl Heroux

Associate Creative Director/Art Director

Andrea Romanelli

Associate Creative Director/Copywriter

Jon Taylor

Business Director

Valerie Mascarin

Chief Strategy Officer

Cat Wiles

Coordinator, Community Stakeholder Relations

Kylie White

Group Business Director

Daria Lysenko

Group Director of Strategy

Laurie St. John


Jessica Myers

Public Relations Professional

Taylor Huff

Senior Strategist

Bella Iannetta

SVP, Direct & Digital Marketing

Heather Clark

VP, Brand Strategy & Communications

Kate Torrance

VP, Business Lead

Tyler Robson

VP, Strategy

Denika Angelone

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