The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
House of Legends
Agency Cossette / Toronto + Rajakovic Electric / Toronto + Nimiopere / Toronto + Scouts Honour / Toronto
Category
Film
Annual ID
OS23_HW067M
About the Work
CHALLENGE
Six years ago, we launched the largest fundraising goal in Canadian healthcare history. Our mission was to raise $1.5 billion to build a new, state-of-the-art hospital in Toronto, Canada. This year was our final push to reach that goal – and though we were really close, our message was starting to get tired. We needed a powerful idea to break through and reignite the energy we created when we first launched the campaign.
IDEA
SickKids is so much more than just a hospital, it’s a place of legends.
Society sees legends as sports stars, renowned authors, or famous musicians. But what about a child who is on their 15th round of chemo treatment? Or the researcher who stays up all night to find them a cure? Every patient, doctor, nurse and researcher at SickKids is a legend, whose stories are as big as they come. It was time the world gave them the recognition they deserved, and helped us build an epic new hospital worthy of legends.
RESULTS
After six years of rallying to raise funds for the new SickKids, this was our most successful campaign ever. We acquired the highest number of monthly donors since we launched our fundraising goal — totalling a lifetime value of $13,158,180. The success of this campaign put us on track to significantly surpass our goal of raising $1.5 billion by March 2023 to build an epic new SickKids.
10.6K new monthly donors, +41% above plan
$2M in one-time donations
$13M est. total lifetime value
2023 Awards
Total Points: 3
Merit
Credits
Agency
Cossette / Toronto
Production Company
Scouts Honour / Toronto
Music / Sound Production Company
Rajakovic Electric / TORONTO
Post Production Company
Nimiopere / Toronto
Art Director
Alex Korobova
Director
Mark Zibert
Editor
Graham Chisholm
Executive Creative Director
Anthony Atkinson
Executive Producer
Julie Axell
Rita Popielak
Simon Dragland
Group Creative Director
Mario Cesareo
Sarah Rutherford
Strategist
Zoe Sullivan
Agency Producer
Andrew Schulze
Associate Creative Director
Alex Korobova
Alene Shahnazarian
Andrew Niemira
Strategy Director
McKenzie (Mac) Taylor
Videographer
Andy Ferreira
Janick Laurent
Account executive
Veronica Coles
Additional Vocals
Isabella Rajakovic
assistant editor
Bryan Reuben
Associate
Victoria Jiang
Associate Director - Integrated Brand Marketing
Jess Myers
Associate Director Community Stakeholder Relations
Lisa Charendoff
Associate Director, Direct & Digital Marketing
Monisa Mees
Associate Director, Direct Marketing
Tanya Tucker
Associate Director, Leadership and Annual Giving
Annie O’Leary
Associate Director, Public Relations
Tania Kwong
Business Director
Alex Hughes
Chief strategy Officer
Cat Wiles
Colourist
Wade Odlum
Coordinator, Community Stakeholder Relations
Kylie White
Director of Strategy
Laryssa Savrasykh
Director, Brand Strategy and Communications
Roy Gruia
Director, Broadcast & Content Production
Liana Rico
Director, Direct & Digital Marketing
Noelle de la Mothe
Alisa Mackay
Director, Print Production
Dawn-Marie Mills
Director, Public Relations
Sandra Chiovitti
Group business Director
Valerie Mascarin
Intern
Melody Zhang
Manager, Content Strategist & Social Media
MaryJane Peters
Manager, Direct & Digital Marketing
Neha Trivedi
Manager, Direct and Digital Marketing
Rebecca Shrimpton
Robyn MacDonald
Manager, Integrated Brand Marketing
June Li
Managing director
Daryl Heroux
Mix & Sound Design
Aaron McCourt
Music Composer/Audio Director
Mark Rajakovic
Public Relations Professional
Taylor Huff
Senior Account Manager
Justine Little-Trent
Singer
Alana Bridgewater
SVP, Direct and Digital Marketing
Heather Clark
Voice Over
Angellika “Jellytoofly” Smith
VP, Brand Strategy And Communications
Kate Torrance
VP, Business Lead
Tyler Robson
VP, Strategy
Géraldine Tixier
Josie Haynes
Related Awards
