Sunnybrook

THIS PLACE IS SPECIAL

CASE STUDY

CHALLENGE

To drive awareness for its groundbreaking, life-saving work, Sunnybrook had to stand out in the industry’s ‘sea of sameness.’

SOLUTION

We reinvented the way Sunnybrook shows up in the world with a unique platform inspired by the words of its biggest fans—

This Place Is Special.

Shot in the hospital with real employees and patients, the campaign adds personality and beauty to a sterile environment. It’s also able to encompass everything from the most advanced technology to the most personal patient story.

Andy's Story

A bowl of ramen sits atop a yellow table, with other food items around it. Two hands enter from off screen to grab the bowl

YEAR TWO

We set out to shift the campaign from awareness to engagement. We had already established that This Place is Special, but to drive donations, we needed to show why.

We know that people donate when they feel a personal connection. So we told real patient stories in a unique, relatable way, seamlessly weaving in the specific treatments, technologies, and people that make patients, families, and donors say, This Place is Special.

Skull on a table with the words, "1 Emergency Craniotomy"

IMPACT

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Out of Home posters for Sunnybrook are seen in the streets of Toronto.

"Very open, very organized and strong collaborators through the full process. A true partner. "

Christina Topp,

VP Marketing & Community Engagement

A doctor holds specialized brain equipment

An elevator is wrapped in "This Place Is Special" branded decals at Sunnybrook hostpital

Prince, a Sunnybrook patient who was treated for burns, sits in the window at the hospital

This Place Is Special posters on a TTC streetcar in Toronto