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SickKids Touching Holiday Campaign Celebrates the Brave

At SickKids, there is no naughty or nice - there’s only brave in campaign from Cossette

SickKids Touching Holiday Campaign Celebrates the Brave

The holidays are upon us, and at this time of year most kids are worried about being on the 'naughty' or 'nice' list. But at SickKids, there is no naughty or nice — there’s only the brave. 

Introducing 'The Brave List', a new campaign dedicated to courageous SickKids patients, both past and present.

Created by Cossette, the campaign recognises the incredible bravery of SickKids patients and encourages the public to donate to the SickKids Get Better Gifts (GBG) program. And until December 31st, The Brave List, featuring the names of over 400 SickKids patients, will be projected onto the large chimney of The Boiler House in Toronto’s Distillery District during Winter Village. 

“There’s a lot of pent up excitement and generosity around the holidays this year. So we thought, why not leverage that to get people to think about the kids who have to spend their time in the hospital?” says Jaimes Zentil, executive creative director at Cossette. “The 'naughty and nice' list is something most people know about already. It gave us a good base to build our creative ideas off of, and plants the seed for different iterations in the future.” 

“During the holiday season, there are 250 patients each night who need to stay in hospital, who then miss out on holiday festivities and celebrations with their families and friends. We saw an opportunity to disrupt the traditional and familiar sentiment of the naughty and nice list to instead pay tribute to the resilience and courage of our patients, and to shine a light on their bravery,” says Roy Gruia, director, brand strategy & communications, SickKids Foundation. 

“The holiday season lends itself to more magical and whimsical creative storytelling and our hope with this campaign is to inspire and remind the community of the serious life experiences our patients and their families are going through – regardless of the season – in a brand story that is both bold and light hearted. In addition to the hero film designed to inspire, we have created a fully integrated campaign to build awareness and drive conversion – ultimately encouraging our community to support patients through our Get Better Gifts program,” says Vanessa Teall, director, product marketing, Lottery & Gaming, SickKids Foundation. 

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Client: SickKids Foundation

VP, Brand Strategy & Communications: Kate Torrance

SVP, Mass, Direct & Digital Marketing: Heather Clark

Director, Brand Strategy & Communications: Roy Gruia

Director, Product Marketing: Vanessa Teall

Associate Director, Community Stakeholder Relations: Lisa Charendoff

Associate Director, Integrated Brand Marketing: Tina Tieu-Lafrance

Marketing Manager: Jessica Myers

Manager, Product Marketing: Jillian Kuchard

Agency: Cossette

Chief Creative Officer: Peter Ignazi

Executive Creative Director: Jaimes Zentil

Creative Director: Anthony Atkinson

Associate Creative Director/Art Director: Alyssa Graff

Associate Creative Director/Copywriter: Dana Ciani

Associate Creative Director/Art Director (1: 1)

Associate Creative Director/Copywriter (1: 1)

Producer: Tiffany Ling

VP, Group Business Director: Tyler Robson

Group Business Director: Carmen Steger

Account Supervisor: Alex Hughes

VP, Strategy: Denika Angelone

Senior Strategy Director: Geraldine Tixier

Senior Strategist: Bella Ianetta

Film Credits

Production House: Scouts Honour

Director: Brent Foster

Editing House: Outsider

Music & Audio: Rajakovic Electric

VFX: The Vanity

Media: OMD

PR: Citizen Relations

Category: Beauty & Health , Health care

Genre: People , Storytelling