SickKids Hospital – Pain Squad (Digital)

February 1, 2012

This took over a year from start to finish. It was a great example of ‘creative is not a department’ as our head of IT shot it, our communications lead played producer, and our UX guy carried us on his shoulders the whole way.

Results:  It’s the best part. The kids in the hospital loved it. Compliance went from under 50% to over 90% – which is unheard of in pediatric healthcare.

Award highlights: Two Gold Lions. Gold Clio. Adage Top 5 Creative of 2012. Two Silver LIAs. Fast Company’s Innovation Award (one of only eleven in the world). Fast Company’s Top 10 ‘ads’ of 2013. Marketing Best of Show. Canadian Marketing Awards (CMA) Best of the Best. Applied Arts AACE (Best of Show Interactive). Strategy Campaign of the Year. Gold Cassie. 3 Gold Atomic Awards.


Team: Mike Orr/Cory Eisentraut/Mike Sipley/Stuart Thom/Kawal Singh/Carol-Anne Granatstein/Patrick Lee/Ali Asim/Jin Kim/Wayne Gomes/Cherie O’Connor