SickKids
Life Unpaused
When a child is diagnosed with an illness, their entire life comes to a halt. By utilizing content from the SickKids Foundation's 2014 campaign, which saw 45 individual stories about patients released over 45 days, the Life Unpaused campaign brought back six of those stories in videos, pausing them at a critical point and asking viewers to donate in order to keep watching. The strategy targeted millennials' difficulty with delayed gratification and increased likelihood to donate when they can see a direct impact.
Role: creative concept, art direction, copywriting and design
Shiny stuff
Gold Pencil - Innovation in film - One Show
Merit - Interactive Campaign - One Show
Merit - UX/UI - One Show
Merit Direct Lion (Experience Design) - Cannes
Merit Creative Data - Cannes
Campaign of the Year - Strategy
Gold - Pro Bono - CMA
Gold - Digital - CMA
Gold - Direct Engagement - CMA
Gold - Innovative Media - CMA
Gold - Integrated - CMA
Silver - ADCC Merit - ADCC
Gold - Digital Engagement - Atomic Awards
Silver - Cause & Action - Atomic Awards
Silver - Online in Public Service - Marketing Magazine
Silver - Branded Content in Public Service - Marketing Magazine
Bronze - Integrated in Public Service - Marketing Magazine
Winners 2016 - Experimental/Artistic - Applied Arts
Winners 2016 - Online Campaign - Applied Arts
Winners 2016 - Public Service/Charity - Applied Arts
Winners 2016 - Young Blood Interactive - Applied Arts
Winners 2016 - Viral/Social - Applied Arts
Gold - Best Digital Marketing Campaign - PROMO! Awards
Gold - Best Cause/Charity Marketing - PROMO! Awards
Silver - Most Innovative Idea or Concept - PROMO!! Awards
Gold - Best in Consumer Engagement - MIA
Gold - Best in Websites and Microsites - MIA
Gold - Best in Charities - MIA
Creativity Online Editor's Pick & Top 10 - 2016
Gold - Small Budget/Big Impact - SIA
Silver - Original Idea - SIA
Bronze - Tech Breakthrough - SIA
The campaign saw a 20% increase in online donations from the previous year, with 2.7 million video views and 74.5 million media impressions.
A personal note
Working on a brand like SickKids was one of the best moments of my career. If you're from Ontario, most likely you know someone who had a kid who went to SickKids. I did. And that kid is now a little entrepreneur selling bracelets to everyone she knows, including her proud auntie (that's me!).