SickKids VS The Unknown: Be A Light

9.0

Media Type:

Film Film

Brand

brand

Agency

agency

Country:

Canada

Industry:

Public Interest, NGO

Created in partnership with Cossette, the campaign concept stemmed from a recurring metaphor often shared by patient families: receiving a diagnosis can often feel like a dark cloud is descending on your whole world, but, as seen in the spot, the SickKids community (i.e. hospital staff, researchers, patients, and donors) is the brilliant and hopeful ray of light that beats it back. Most importantly, the ‘Be a Light’ campaign calls on everyone to become a source of light to build a brighter future by helping to build the new hospital that SickKids needs by becoming a monthly donor.

Credits

Advertising Agency:

Cossette, Montreal, Canada

Global Chief Creative Officer:

Peter Ignazi

Executive Creative Directors :

Craig McIntosh, Jaimes Zentil

Creative Directors:

Mario Cesareo, Valentine Ho

Associate Creative Director / Copywriter:

Jon Taylor

Associate Creative Director / Art Director:

Andrea Romanelli

Copywriter:

Roya Hakami

Art Director:

Adil Abdel-Gabar

VP, Business Lead:

Tyler Robson

Group Business Director:

Daria Lysenko

Business Director:

Valerie Mascarin

Account Coordinator:

Diana Qian

VP, Strategy:

Denika Angelone

Senior Strategist:

Bella Iannetta

Senior Production Director:

Dawn-Marie Mills

Senior Retouchers:

Trevor Gauthier, Thomas Dagg

Senior Production Artist:

Shireen Kok

Agency Producer:

Caroline Wrinch

Media Agency:

OMD

Managing Director:

Daryl Heroux

Group Director of Strategy:

Laurie St. John

Director:

Iryna Dan

Production Company:

Scouts Honour

Director:

Mark Zibert

Executive Producers:

Rita Popielak, Simon Dragland

Editing House:

Outsider Editorial

Editor:

Michael Barker

Executive Producer:

Kristina Anzlinger

Producer:

Kayan Choi

Assistant Editors:

Nathan Olszewicki, Kelsey Dale-McGrath

Colour / Transfer Facility:

Alter Ego

Colourist:

Wade Odlum

Producer:

Jane Garahh

VFX & Online Facility:

The Vanity

Lead VFX & Online:

Sean Cochrane

Executive Producer:

Stephanie Pennington

Music:

Rajakovic Electric

Music Composer:

Mark Rajakovic

Executive Producer:

Nicole Rajakovic

Client:

SickKids Foundation

SVP, Direct and Digital Marketing:

Heather Cark

VP, Brand Strategy and Communications:

Kate Torrance

Directors:

Roy Gruia, Noelle de la Mothe

Associate Directors:

Tina Tieu-Lafrance, Tanya Tucker, Monisa Mees, Lisa Charendoff

Coordinator, Community Stakeholder Relations:

Kylie White

Public Relations Professional:

Taylor Huff

Managers:

Jessica Myers, Rebecca Shrimpton

Date:

October, 2021

Ad of the day

Ad of the Day | Nike/NOCTA: Just Like Candy 9.5 Ad of the Day | Pizza Hut: Every Four Years 9.8 Ad of the Day | Airalo: Connection Means the World 0.0

Latest News

MOX Builds Visceral new Brand Identity for Formula E as the Championship Accelerates Into Next Era of Racing

Sep. 28, 2026

MOX Builds Visceral new Brand Identity for Formula E as the Championship Accelerates Into Next Era of Racing

The rebrand lands the central message of making progress thrilling, cementing Formula E's position as a confident, culturally impactful global sport

Behind the Gloves and Brothers and Sisters Launch Campaign to Define Boxing's 7th Punch

Sep. 28, 2026

Behind the Gloves and Brothers and Sisters Launch Campaign to Define Boxing's 7th Punch

Traditionally, six punches – jab, cross, lead hook, rear hook, lead uppercut, rear uppercut – have formed the foundation of boxing