SickKids Foundation

Be a light

Agency: Cossette


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.

This professional campaign titled 'Be a light' was published in Canada in October, 2021. It was created for the brand: SickKids Foundation, by ad agency: Cossette. This Film medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 2 years ago by Daphné Cousineau of Cossette.


Advertising Agency: Cossette
Global Chief Creative Officer(s): Peter Ignazi
Executive Creative Director(s): Craig McIntosh, Jaimes Zentil
Associate Creative Director/Copywriter: Jon Taylor
Associate Creative Director/Art Director: Andrea Romanelli
VP, Business Lead: Tyler Robson
Group Business Director: Daria Lysenko
Business Director: Valerie Mascarin
Chief Strategy Officer: Cat Wiles
VP, Strategy: Denika Angelone
Senior Strategist: Bella Iannetta
Agency Producer: Caroline Wrinch

Client: SickKids Foundation
SVP, Direct and Digital Marketing: Heather Clark
VP, Brand Strategy And Communications: Kate Torrance
Director: Roy Gruia
Associate Director: Tina Tieu-Lafrance, Lisa Charendoff
Coordinator, Community Stakeholder Relations: Kylie White
Public Relations Professional: Taylor Huff
Manager: Jessica Myers

Media Agency: OMD
Managing Director: Daryl Heroux
Group Director of Strategy: Laurie St. John
Director: 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

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


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