SickKids' latest spot hits where it counts
A cast of more than 20 real SickKids patients showcase the very real struggle to make it to the next milestone in this powerful spot from FCB Canada to celebrate the hospital’s 150th birthday.
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Credits
View on- Agency FCB Canada/Toronto
- Production Company Merchant
- Director Clement Durou
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Credits
View on- Agency FCB Canada/Toronto
- Production Company Merchant
- Director Clement Durou
- Production Company Iconoclast USA
- Music Soundtree Music
- Creative Studio Arc Creative
- Associate Creative Director/Copywriter Jacob Pacey
- Asociate Creative Director/Art Director Brendan McMullen
- Chief Creative Officer Nancy Crimi-Lamanna
- Editor Neil Smith
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency FCB Canada/Toronto
- Production Company Merchant
- Director Clement Durou
- Production Company Iconoclast USA
- Music Soundtree Music
- Creative Studio Arc Creative
- Associate Creative Director/Copywriter Jacob Pacey
- Asociate Creative Director/Art Director Brendan McMullen
- Chief Creative Officer Nancy Crimi-Lamanna
- Editor Neil Smith
Children's Hospital SickKids has a history of powerfully presented and impactful advertising, and it's not letting up for its birthday.
Marking its 150th year in operation, The Count employs a cast of more than twenty real SickKids patients to demonstrate the fight for every annual milestone, be it for patients, families or hospital staff.
Using the impressive youngsters in a series of engagingly attention-grabbing visual metaphors, FCB Toronto and We Are From LA director Clément Durou, shooting through Merchant and Iconoclast, create an undeniably rousing anthem; the chorus of counting only adding to the build-up.
“When talking about what SickKids is fighting for, especially in context of their 150th birthday, we thought there was a real clarity and tangibility to the idea that what SickKids and every patient is really fighting for is quite literally their next birthday,” says Jacob Pacey, Associate Creative Director and Copywriter at FCB Toronto. “Once you start thinking about it through that lens, it opens up a new way to think about their fight,” adds Brendan McMullen, Associate Creative Director and Art Director at FCB Toronto.
“Our 150th birthday presented a unique strategic and creative challenge for the brand. We wanted to celebrate SickKids incredible history but also needed a compelling motivator to get people to donate today,” comments Roy Gruia, Director, Brand Marketing at SickKids Foundation. “From the first meeting with FCB, they reminded us and held us to task that this work had to lean into the VS fight, and that in order to motivate donations, we had to focus on our current fight—a fight for more birthdays for our patients.
"They helped us to see we shouldn’t water down our own message by trying to do too many things. So, this work does not focus on accomplishments of the last 150 years but rather reflects the hospital’s core mission of the past, present and future, while our birthday acts as inspiration for the concept.”
“From the beginning we knew we wanted to put the fight back into VS but do it in a way that felt different from where it’s been," adds Nancy Crimi-Lamanna, Chief Creative Officer at FCB Canada. "A new agency can often mean a new platform, but walking away from the equity of VS felt self-serving since we know that investing in a longer-term platform makes it more effective. We believe that equity will make the difference in getting more kids to more birthdays."
