In collaboration with Cossette Agency, Toronto’s SickKids Foundation made a powerful spot for the kids who are struggling with serious diseases.
The spot tries to explain the whole idea of kids being ill and struggling with serious diseases like cancer, cycstic fibrosis, kidney failure etc. It is similar to fight in a war as, daredevils and heroes. The war scenes are so fierce and emotional.
The anthem spot that is done in a rebellious music video is filled with metaphors, for example an ill kid fighting in a boxing ring, a patient girl wearing a superhero-mask, a girl holding her own serum, wearing a princess costume with knights behind her back and more.
The fighter spirit is given by the rap track -“Undeniable” by Donnie Daydream- which is a powerful song. The campaign also has a print version, featuring ‘hero’ images of children. Taglines of the ad are ‘Sick isn’t weak,’ and ‘Sick fights back’. VS stands for versus and alludes to the hospital and its patients battling against a number of opponents -sicknesses.-
Let’s watch the spot, here:
Created by Cossette and directed by Mark Zibert out of Skin and Bones Film Company, viewers can donate to SickKids Foundation while watching ‘SickKids VS Undeniable’ by clicking on the donate button.