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SickKids VS - DadStrong

basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Market:Canada
Style: Minimalism
descriptioncnen
EntrySummary
This campaign was launched leading up to Father’s Day, a nationwide day of celebration for Fathers all across the country. This cultural relevance gave SickKids a perfect opportunity to honour the Fathers whose children are fighting battles every day. The term “night shift” refers to a job that happens overnight instead of during the day. In this case, it’s communicating that being at the hospital with his daughter is like a second job that Frank starts after his regular job ends. SickKids Hospital is a well-known hospital that specializes in taking care of young patients. It is a source of pride in Canada as they are among the world’s best at what they do. And they have touched the lives of countless people who have known or supported a SickKids patient.
BriefWithProjectedOutcomes
N/A
BriefExplanation
In the film, we see an actual SickKids dad, Frank take on a typical day at his job, as a soft version of the song “Sweet Child O’ Mine” is heard. We see him grinding it out, from dusk until dawn, in the bad weather. All the while, you can tell that something is on his mind. Once the long workday is finally over, we see what he’s been thinking about the whole time – his daughter. In the end, we see Frank arriving at SickKids Hospital. That’s when he finally gets to be with his sick daughter, Naya, for the “night shift”.
Audience
The focus of this film was to raise awareness of the battles that sick children, and their families, are fighting every day. Because by doing so, we raise money for the hospital so it can continue to save and improve lives for those who walk through the doors.
credit
Brand:
Agency:
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Other credit:Chief Strategy Officer: Jason Chaney
VP Brand Director: Michelle Perez
Line Producer: Joan Bell
Flame Artist: Sean Cochrane
Music Creative Director: Didier Tovel
Music Artist: Donnie Daydream feat: Richie Sosa
VP, Brand Strategy and Communications (Client): Lori Davison
Director, Integrated Brand Marketing (Client): Kate Torrance
Manager, Patient Ambassador Program (Client): Lisa Charendoff
Director, Public Relations (Client): Sandra Chiovitti
Executive Producer: Dan Ford, Liane Thomas
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Health & Wellness
Fundraising & Advocacy
The One Show 2018
Merit Health, Wellness & Pharma
Film / Long Form
The One Show 2018
Merit Moving Image Craft
Craft - Use of Music / Licensed / Adapted Music - Single or Campaign
Cannes Lions International Festival of Creativity 2017
Shortlist Health & Wellness
Fundraising & Advocacy
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