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SickKids Foundation Overhauls its Lottery Programme

Company Profiles 83 Add to collection

Rebrand by Cossette helps redefine charitable lottery landscape

SickKids Foundation Overhauls its Lottery Programme

Ontario’s charitable lottery market is dominated by long-established programs and a handful of category leaders. Seeing this as a market opportunity, SickKids Foundation set out to overhaul their entire lottery programme and to redefine themselves within the charitable lottery landscape.

A cornerstone of the strategic overhaul included reevaluating the brand positioning of the SickKids Lottery. In 2018, three years after the multi-award-winning SickKids VS platform was created, the SickKids and Cossette teams saw an opportunity to leverage the power of the brand platform to reinvent the charitable lottery sector and further cement the hospital’s position as an industry leader.

The creative rebrand, which includes lottery-specific 30-second TV spots for the first time ever, leans into humour to show a more playful side of the SickKids brand. 

“SickKids Lottery players are motivated by supporting the hospital, but they’re also motivated by the chance of winning prizes. This shouldn’t be surprising — most of us are more motivated by win-win situations, and that relatability is what makes this campaign more memorable and stand out in the market,” says Craig McIntosh, executive creative director at Cossette. “The VS platform is so well recognized and has been so well received. We wanted to leverage that and use humour to show a different side of the brand and demonstrate the platform’s versatility.”

Driven by the desire to focus on the acquisition of new players, this year’s SickKids Lottery features a record number of 10 grand prizes - more than any other charity lottery in Ontario - and maintains the industry’s best 1:2 odds of winning. The team also leveraged data insights to deepen its focus on re-engaging past ticket purchasers, and expanding their cross-selling efforts to their existing donor base. A newly created lottery membership program also provides purchasers the opportunity to sign up to auto-register for future lottery programs.

“Everything about this lottery is different, not just for SickKids but for the whole charitable lottery sector in general. The VS platform is so widely-recognisable, and this rebrand was about leveraging that to introduce something complementary that’s as effective as it is engaging,” says Heather Clark, SVP of mass, direct and digital marketing at SickKids Foundation. “We’ve been able to leverage data to develop a more fulsome marketing approach and deepen our insights to target new, lapsed, and existing purchasers in a completely different and more strategic way.”

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Advertising Agency: Cossette

Global Chief Creative Officer(s): Peter Ignazi

Executive Creative Director(s): Craig McIntosh, Jaimes Zentil

Creative Director(s): Mario Cesareo, Sarah Rutherford

Associate Creative Director/Copywriter: Kay Benedek

Associate Creative Director/Art Director: Andy Ng

Senior Designer: Chelsea Palmer

Junior Designer: Olga Netaeva Paula Dopuda

VP, Business Lead: Tishan Canagasaby

Group Business Director: Daria Lysenko

Business Director: Valerie Mascarin

Account Supervisor: Emma Sleeper

Account Coordinator: Yahya Sidow

Chief Strategy Officer: Cat Wiles

VP, Strategy: Denika Angelone

Senior Strategist: Rami Dudin

Senior Strategist: Bella Iannetta

VP of Production, Raquel Mullen

Senior Production Director: Dawn-Marie Mills

Senior Production Artist: Shireen Kok

Retoucher: Trevor Gauthier

Agency Producers: Andrew Schulze, Haley Stefan

Client: SickKids Foundation

SVP, Direct and Digital Marketing: Heather Clark

Director, Direct & Digital Marketing: Vanessa Teall

Manager, Direct & Digital Marketing: Max Taaffe

Associate Director, Community Stakeholder Relations: Lisa Charendoff

Associate, Public Relations: Taylor Huff


Lottery Consultant: Raffle Management Group (RMG)

Lottery Consultant Karen Baker

Lottery Consultant: Gina Pomroy

Lottery Consultant: Steve Mowder

Media Agency: OMD

Managing Director: Daryl Heroux

Group Director of Strategy: Allyson Banks, Laurie St. John

Strategist: Katie Polan, Zoe Sullivan

Production Credit List
In-house Production

Agency Producer: Andrew Schulze

Production Company: OPC

Director: Ella & Michael

Executive Producer: Harland Weiss & Isil Gilderdale

Producer: Max Brook

Cinematographer: Jackson Parrell

Editing House: School Editing

Editor: Brian Wells

Producer: Sarah Brooks

Colour/Transfer Facility: The Vanity

Colourist: Andrew Exworth

Producer: Kayla Baxter

Online Facility The Vanity

Flame Artist: Kaelem Cahill

3D Generalist: Joaquin Manay

Producer: Kayla Baxter

Music: Pirate Toronto

Audio Director: Tom Eymundson

Producer: Joanne Uyeyama

Sound Design and Mix: Keith Ohman

Mixed at Pirate

Genres: Comedy

Categories: Charity, Corporate, Social and PSAs

Cossette, Thu, 29 Jul 2021 16:00:00 GMT