Sunnybrook Hospital

Special, Just Like You

Agency: Public Inc


Toronto’s hospital system is expansive, with a number of facilities renowned for leading-edge care. Sunnybrook is recognized globally for groundbreaking research, developing new models of care and as a center for training and education, yet many in the Toronto community have little knowledge of the work that takes place on its three campuses. The creative campaign that includes digital video, digital audio, radio, out-of-home, and in-hospital executions, aims to remind Toronto of this special place that’s right in its own backyard.

“Sunnybrook takes on the toughest illnesses, injuries and conditions,” said Sunnybrook CEO Andy Smith. “We’re driven by a commitment to place patients and families at the center of all we do. Their voices inspire us to continually seek new answers and translate discoveries into better and more personalized treatments. Spreading the word about what takes place here is imperative to attracting support to fuel our work.”

Public Inc. Chief Creative Officer Jill Applebaum said the team heard repeatedly from patients and staff alike that there was something different about Sunnybrook. “As soon as you walked in, you knew it was special,” said Applebaum. “To break through to our audience, we knew we had to capture that feeling.”

In the campaign – the first created by Applebaum and Creative Directors Heather Apple and Erin Stevens since joining the purpose-driven agency this summer – Sunnybrook’s specialness is captured.

“This campaign brings to life what many of us know – and what we hear often from patients, staff, and our donor community,” added Sunnybrook’s Kelly Cole, CEO of Sunnybrook Foundation. “Sunnybrook is Special. We’re excited to share this message to the broader community.”

This professional campaign titled 'Special, Just Like You' was published in Canada in November, 2023. It was created for the brand: Sunnybrook Hospital, by ad agency: Public Inc. This Film medium campaign is related to the Health industry and contains 1 media asset. It was submitted 4 months ago.


Agency: Public Inc.
Chief Executive Office: Phil Haid
Chief Creative Officer: Jill Applebaum
VP, Strategy: Adrienne Rand
Creative Director/ Art: Erin Stevens
Creative Director/ Copy: Heather Apple
Director, Client Strategy: Beth Thomson
Manager, Client Strategy: Rachel Klysen
Project Manager(s): Hannah Willis
Social Director: Paul Rivait
Agency Producer: Iris Savage
Integrated Producer: Katie Wood
Designer: Marta Royo Milà, Zaehen Ghanshani
Photographer: Kevin Van Paassen and Doug Nicholson
Production Company: RSA / Suneeva
Director: Tom Dream
Director of Photography: Shady Hanna
Executive Producer: Geoff Cornish
Line Producer: Mike Masters
P.M: Jack Stunt
A.D.: Alex Wälti
Radio Production: DAX
Engineer: Keith Ohman
Editing House: Anchous Editing
Editor: Arsenii Pronkin
Executive Producer: Yana Sergeevna
Music House: Massive Music BV
Composer: Auke Riemersma
Recoding House: Pirate Sound
Producer: Harleen Bhogal
Media Agency: Spark Foundry


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