The One Show
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Category
Use of Licensed Music
Annual ID
OS24_MS026M
About the Work
With Precision Child Health, SickKids can Heal the Future. For the first time in the brand’s history, we created a film to tell the story of a single child and what it means to live a fulfilling life when an early diagnosis is possible. The story was based on Nathan, a real SickKids patient who had a heart condition called hypertrophic cardiomyopathy. While SickKids knew about his genetic condition, it did not, at the time, have the tools or technology to understand that he was at high risk for sudden cardiac death. Tragically, Nathan passed away at the age of 10 in the schoolyard during recess. The film showed how with PCH, stories like Nathan’s could now have a different ending, dramatizing SickKids’ ability to search the past, analyze the present, and heal the future for a child. To support SickKids’ shift, we evolved the SickKids VS. brand tone by leaning into a visual energy and sense of optimism to lay claim to SickKids’ fight for a brighter future with PCH. We leveraged sound as storytelling shorthand to propel the narrative and create an enticing, sonic world of PCH that illustrated how it enabled SickKids doctors and researchers to search the past, analyze the present, and heal the future of SickKids patients. We used sound design to serve as an auditory indication of what was happening in the story, such as preempting visuals with tell-tale sounds — like rattling wheels of a gurney and the urgent voices in the hospital corridors. We also made the sound of PCH a key element of our soundscape, giving it an unexpected and very specific sonic character. We utilized heavily treated vocals that felt synthesized, while subconsciously still human, and the sound of organic elements, digitally formatted to create something new, much like the process of PCH itself.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Cossette / Toronto
Client / Brand
SickKids Foundation / Toronto
Production Company
Spy Films / Toronto
Music / Sound Production Company
Wave Studios / New York
Post Production Company
Studio Feather / Toronto
TenThree / London
Wicked Pixels / Cape Town
Director
Henry Scholfield
Executive Creative Director
Anthony Atkinson
Sound Designer
Isaac Matus
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