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Cossette Reaches Out to Niche ‘Crews’ in Rousing SickKids Campaign

Actor Colm Feore stars in spot for the foundation’s ‘VS’ platform that calls on “dog people”, “lefties” and more

Cossette Reaches Out to Niche ‘Crews’ in Rousing SickKids Campaign

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. 

Check out the film below and find out more about how to donate here.

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Brand: SickKids Foundations

Creative Agency

Creative Agency: Cossette

Copywriter: Jordan Hamer

Art Director: Spencer Dingle

Producer: Erica Metcalfe

Chief Creative Officer: Peter Ignazi, Carlos Moreno

Production Company

Production Company: Scouts Honour, Toronto

Category: Charity , Corporate and social

Genre: Dialogue , People , Scenic