The anatomy of a healthcare marketing campaign: SickKids “VS.”

  • 05:30 PM
  • Pathways Skill Development, 205 Horton St E

SickKids 'VS' logo

It’s been described as the boldest marketing campaign by a hospital, ever.

AdWeek says: “Sick Kids are the ultimate fighters… showing the power of defiance, and imagination, to heal”

You either love it or it makes you uncomfortable… but no matter what, it’s a campaign designed to get your attention.

SickKids Foundation’s “VS.” advertising campaign launched in October, ahead of the holiday fundraising rush, and it is nothing short of eye-catching. A major departure from the typically emotional, heavy-toned marketing associated with healthcare… this campaign strikes an uncharted new face for SickKids.

Controversial? Yes.

Effective? Definitely!

IABC London is proud to join London and Region Fundraising Professionals in welcoming the team behind SickKids “VS.” campaign to London to talk about the anatomy of this ground-breaking campaign. Lori Davison,  VP, Brand Strategy and Communications at SickKids Foundation and Chief Creative Officers of Cossette, Peter Ignazi and Carlos Moreno will examine how it was conceived, how the foundation and hospital were able to come on-board on such a bold campaign, and the logistics of creating such a dramatic series of advertising. They will also go into the insights and thinking behind the campaign that informed its development.

Just like the ads themselves, this is a talk you won’t soon forget.

Register before sign up closes on Friday, January 20th at 3p.m.
http://www.karelo.com/register.php?BID=187&BT=10&Ev=16815

When: Thursday January 26th, 2017 at 5:30 p.m.
Where: Pathways Skill Development, 205 Horton St E
Tickets: $35 for Non-Members, $20 for Members, $15 for Students

 

Speaker Bios

Lori Davison
VP Brand Strategy & Communications, SickKids Foundation

Lori joined SickKids Foundation in 2014. She leads the strategic vision for SickKids brand communications. Under Lori’s leadership, the Foundation’s in-house team of marketers, content specialists and public relations practitioners develop and execute integrated marketing and communications programs to build brand equity, raise awareness of SickKids global leadership, and reinforce the need for donor dollars. Prior to joining SickKids, Lori had roles on the senior management teams of leading advertising agencies such as Leo Burnett and BBDO, where she led brand strategy on several Government of Ontario assignments as well as for some of Canada’s biggest blue chip brands including RBC and TD Bank.

Lori holds a MA from the University of Toronto as well as a BA in English and Sociology from the University of Western Ontario. Lori is an avid runner, reader, gardener and supporter of child and youth participation in sport. Lori is an active Volunteer Official for Swim Canada.

 

Peter Ignazi
Chief Creative Officer, Cossette

Peter is one of the most successful creative directors and copywriters in Canada. In his tenure as creative director of BBDO, they had been named Canadian Agency of the Year by both Strategy Magazine and the Advertising and Design Club of Canada. Both firsts for the company. In 2013, Peter was ranked #1 creative director in Canada by Strategy Magazine.

A native of Hamilton, Ontario, Peter earned a B.Sc. in Chemistry from McMaster University before enjoying a successful career as a research chemist with Dow Chemical in Germany. He also has an MBA from McGill University.

Peter has worked as a Copywriter and Creative Director for such agencies as TAXI, Saatchi & Saatchi, MacLaren McCann and Downtown Partners DDB on accounts such as General Motors, Sony and Anheuser-Busch. From 2004 to 2006, Peter was Creative Director and Partner at Amalgamated in New York working on Ben & Jerry’s and Cablevision.

He has twice been included in the top ten list of most awarded copywriters in the world by Boards magazine and The Gunn Report.

In 2015, Peter brought his skills to Cossette where he runs a variety of blue chip accounts, including McDonald’s, General Mills, TD and Sick Kids.

 

Carlos Moreno
Chief Creative Officer, Cossette

Carlos Moreno is one of the most successful creative directors in Canada. In his tenure as ECD of BBDO, it was named Canadian Agency of the Year by both Strategy Magazine and the Advertising and Design Club of Canada. Both firsts for the company. He was responsible in making the Toronto office a top 4 agency in the BBDO global network. In 2013, He was ranked #1 creative director in the country by Strategy Magazine. From 2004 to 2006, Carlos was Creative Directors and Partners at Amalgamated in New York working on Ben & Jerry’s and Cablevision.

He has been twice included in the top ten list of most awarded art directors in the world by Boards magazine and The Gunn Report.

In 2006, He brought his skills to BBDO where he run a variety of blue chip accounts, including FedEx, PepsiCo, RBC, Wrigley and Mars. Carlos is a native of Guatemala. In 2011 he was nominated as one the most Influential Hispanics in Canada by the Hispanic Chamber of Commerce. As of 2015 Carlos has brought his talent to Cossette Communication to run McDonald’s, General Mills, Intact, Telus and Sick Kids campaigns.