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.
Category
Music Adaptation / Song
Annual ID
OS22_MS015B
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
Bronze Pencil
Credits
Agency
Cossette / Toronto
Production Company
Scouts Honour / Toronto
Post Production Company
Outsider Editorial / Toronto
Media Distribution Company
OMD / Toronto
Director
Iryna
Mark Zibert
Roy Gruia
Editor
Michael Barker
Executive Creative Director
Craig McIntosh
Jaimes Zentil
Executive Producer
Kristina Anzlinger
Rita Popielak
Simon Dragland
Producer
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
Manager
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
Related Awards
