SickKids Foundation: Join Your Crew

Toronto’s SickKids hospital is calling on all of the city’s ‘crews’ to rally behind this new campaign by Cossette. The aim of the campaign is to raise $1.3 billion for a new hospital. The central point of the campaign is a two-minute spot, produced by Scouts Honour, as part of the foundation’s award-winning ‘VS’ platform. It features actor Colm Feore calling on people to find their “crews” - “cyclists”, “dog people”, “fashionistas”, “cosplayers” and more - in order to help raise the needed funds. The idea is focused on recognising niche tribes and encouraging them to band together with one aim.