A boysuffering from kidney failure isn't weak. He's a gladiator about to step into the ring for battle.
So says a gorgeous, jaw-dropping new campaign from SickKids Hospital—or as it's more formally known, The Hospital for Sick Children—in Toronto.
In the centerpiece anthem, titled "SickKids VS: Undeniable," ailing children, alongside their families, doctors, nurses and other hospital staff, all gird for battle—as medieval soldiers, pro wrestlers taking baseball bats to dialysis machines, and comic book superheroes.
It's a gripping two-minute argument from agency Cossette—more than anything, for the power of imagination as a vehicle for hope, and metaphor as a medical tool. Anyone who has struggled through a serious illness, or watched someone else do it, knows that defiance isn't to be undervalued.
This takes that basic insight to new heights, with enough of a playful tone to match and address its core subjects.
More than 50 SickKids patient families agreed to participate in the film, and 100 staff members from the hospital also lent a hand, on or off camera.
Check Out the Video
CREDITS
Client: The Hospital for Sick Children
Agency: Cossette
Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Creative Director/CW: Craig McIntosh
Creative Director/AD: Jaimes Zentil
Agency Producer: Dena Thompson
Account Supervisor(s): Olivia Figliomeni, Daniel Dolan Account Director: Hanh Vo
VP, Brand Director(s): Michelle Perez, Steve Groh Chief Strategy Officer: Jason Chaney
Production House: Skin & Bones
Director: Mark Zibert
DOP: Jackson Parrell
Executive Producer: Dan Ford Line Producer: Joan Bell
Editing House: Skin & Bones
Editor: Marka Rankovic Transfer/Online Facility: The Vanity
Flame Artist: Sean Cochrane Colorist: Andrew Exworth
Animation: The Mill NYC
Animation: a52 Audio House: SNDWRX Music Creative Director: Didier Tovel
Song: Undeniable - by Donnie Daydream Feat: Richie Sosa
Clients VP, Brand Strategy and Communications: Lori Davison
Director, Integrated Brand Marketing: Kate Torrance
Director, Digital Projects: Mark Jordan
Manager, Patient Ambassador Program: Lisa Charendoff
Marketing Manager: Tina Tieu Marketing Manager: Harleen Bhogal
Coordinator, Public Relations: Madeline Salerno
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