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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
Other credits
Client: SickKids Foundation
SVP, Direct and Digital Marketing: Heather Clark
VP, Brand Strategy And Communications: Kate Torrance
Director: Roy Gruia, Noelle de la Mothe
Associate Director: Tina Tieu-Lafrance, Tanya Tucker, Monisa Mees, Lisa Charendoff
Coordinator, Community Stakeholder Relations: Kylie White
Public Relations Professional: Taylor Huff
Manager: Jessica Myers, Rebecca Shrimpton
Advertising Agency: Cossette
Global Chief Creative Officer(s): Peter Ignazi
Executive Creative Director(s): Craig McIntosh, Jaimes Zentil
Creative Director(s): 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 Retoucher: 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: Dan, Iryna
Production Credit List
Production Company: Scouts Honour
Director; Mark Zibert
Exec Producer: Rita Popielak
Exec Producer; Simon Dragland
Editing House: Outsider Editorial
Editor: Michael Barker
Exec Producer: Kristina Anzlinger
Producer; Kayan Choi
Ass Editor: Nathan Olszewicki
Ass Editors: Kelsey Dale-McGrath
Colour/Transfer Facility: Alter Ego
Colourist: Wade Odlum
Producer: Jane Garahh
Producer:
VFX & Online Facility: The Vanity
Lead VFX & Online: Sean Cochrane
Exec Producer; Stephanie Pennington
Music: Rajakovic Electric
Music Composer: Mark Rajakovic
Exec Producer; Nicole Rajakovic
