Just Another Day J. Walter Thompson Toronto für Sickkids Foundation

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Just Another Day

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Branche Wohlfahrtsorganisationen, Stiftungen, Volontaire
Medien Fernsehen und Film, Digital
Markt Kanada
Agentur J. Walter Thompson Toronto
Director Mark Zibert
Art Director Cindy Marie Habana
Copywriter Mike De Candido
Editor Bob - Michelle Czukar
Veröffentlicht März 2016

Belohnungen

Cannes Lions Entertainment 2016
Entertainment For Music Music Craft & Composition: Use of Licenced Music for a Brand or Campaign Silver Lion

Kredite und Beschreibung

Agency: J. Walter Thompson Canada
Brand: Sick Kids
Country: Canada
Entrant Company: J. Walter Thompson Canada, Toronto
Advertising Agency: J. Walter Thompson Canada, Toronto
Media Agency: J. Walter Thompson Canada, Toronto
Pr Agency: J. Walter Thompson Canada, Toronto
Production Company: J. Walter Thompson Canada, Toronto
Additional Company: J. Walter Thompson Canada, Toronto
Online Artist: Andrew Hobbs (Smith)
Art Director: Cindy Marie Habana (J. Walter Thompson Canada)
Account Director: Neil Maclellan (J. Walter Thompson Canada)
Senior Broadcast Producer: Raquel Rose (J. Walter Thompson Canada)
Vp Head Of Integrated Broadcast: Andrew Schulze (J. Walter Thompson Canada)
Executive Producer: Joan Bell (Sons & Daughters)
Chief Creative Officer: Brent Choi (J. Walter Thompson Canada)
Copywriter: Mike De Candido (J. Walter Thompson Canada)
Online Producer: Janice Rebelo (Smith)
Audio Post Director And Music Supervisor: Adam Damelin (The Eggplant Collective)
Media Company: Cairns Oneil Media (Cairns Oneil Media)
Director: Mark Zibert (Sons & Daughters)
Executive Producer: Sam Mclaren (Panic & Bob)
Transfer Facility: Alter Ego (Alter Ego)
Chief Creative Officer: Ryan Spelliscy (J. Walter Thompson Canada)
Assistant Editor: Laura Mcmillan (Panic & Bob)
Editor: Michelle Czukar (Panic & Bob)
Account Executive: Sarah Leveille (J. Walter Thompson Canada)
Synopsis:
The Hospital for Sick Children, in Toronto, Canada, is a world leader in children’s healthcare. But like most charities, it can be overlooked during the hectic holiday season. We had to find a way to get people to take time out of their busy, stressful, tiring day to take notice and make a donation.
Execution:
For two months we collected intimate footage of the children and their families to give viewers an almost real-time look of what was happening in the hospital. Paired with Coldplay’s “Fix You”, the film paints a picture of all the amazing, inspiring, and sometimes heartbreaking things that happen every day inside the walls of SickKids.
Strategy:
With our target market, Canadian adults, increasingly busy and numb to advertising messages, we needed to give them a massive dose of perspective to get them to pay attention to the hospital.In the few months leading up to the holidays, we collected real-life intimate footage to show what was happening inside the SickKids hospital.This timely approach helped our target get acquainted with many different SickKids patients. It also showed the depth of the hospital’s need for donations, and most importantly, it put our target’s lives into perspective.
Campaign Description:
With busy schedules during the holiday season, people tend to get caught up in their own lives while ignoring the world around them.Better Tomorrows was an idea design to combat that and get people to pay attention.It was a massive dose of perspective that let the public see exactly what children at the SickKids hospital go through on a daily basis.
Outcome:
The overall campaign helped the hospital achieve the highest amount in donations for one month in the hospital’s 42-year history, $37 million, exceeding the previous year by $8 million.