Art Direction

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.

The campaign, also introduced an innovative augmented reality experience that invited individuals to participate by sharing messages of hope, which would then illuminate a celestial constellation. 

This inspiring initiative was born from the unique perspective of the children who rely on SickKids Hospital for their care. What made this campaign truly exceptional was its use of non-traditional mediums, demonstrating a commitment to pushing the boundaries of creativity and technology to convey a message of hope and unity. It served as a shining example of how innovation and compassion can come together to make a profound impact, shedding light on the unwavering strength and resilience of both the children and the community supporting them.