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Group745
Group745
Group745
Group745
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Group745
Creative in association withGear Seven
Group745

Sick Kids Are Warriors & Wrestlers in Badass SickKids Foundation Film

17/10/2016
Advertising Agency
Toronto, Canada
257
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Cossette launches spot showcasing the fierceness and tenacity of the hospital’s patients and staff

Sick kids are not weak in this brilliantly badass spot for the SickKids Foundation in Canada. 

The film, which was created by Cossette, is gaining a lot of traction in Canada, as it marks a stark difference from the heartstring-tugging stories that campaigns of similar themes usually opt for. Instead it displays the fierceness and tenacity of the hospital’s patients and staff, ultimately relaying the message that ‘sick is not weak’, all to the tune of Donnie Daydream’s rap tune ‘Undeniable’. The film was directed by Mark Zibert, who is repped by Rogue in the UK

More than 100 SickKids staff members were involved in the filming, as well as 50 patient families.  It aired during the Toronto Maple Leafs hockey team’s opening home match on Saturday. 

Between now and the end of the year, three other spots, titled “Grace,” “Broken Hearts,” and “Missing Home,” will also air.

Reportedly, much of the brand’s agency partners had a minimal budget but invested in a lot of the work pro bono. 

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