Sickkids Foundation, supporting The Hospital for Sick Children in Toronto, recently ran a cinema movie trailer featuring five year old Antonio. SickKids think it’s time we all celebrated real-life heroes: heroes who are outshining those fictitious superheroes every day. Contrary to what Hollywood would have us believe, heroism doesn’t involve a cape, X-ray vision or the power to fly. Antonio, for example, has gone through his treatment for acute lymphocytic leukaemia. He went through multiple rounds of chemotherapy. Today, Antonio has just started his first full year of senior kindergarten. He is in his maintenance period of cancer treatment. See how Antonio got a surprise one-year after he was featured in the “You Got It” commercial from SickKids.
The SickKids 2012 fund raising campaign, “You Got It”, featured children, staff and families in a commercial with the Roy Orbison track, “You Got It”. Antonio appeared in a 15 second version of the ad, and is also shown in “Raw”, recording his version of the song.
The Real Hero campaign was developed at JWT Canada by chief creative and integration officer Brent Choi, creative director Ryan Spelliscy, art director Christian Martinez, copywriter Tyler Schell, agency producer Raquel Rose, account team Neil MacLellan and Michelle Ching.
Post production was done at Panic & Bob by editor Marco Pazzano.
Sound and music were produced at Eggplant, Toronto, by audio post director and music supervisor Adam Damelin.