Erica Metcalfe
Erica Metcalfe
Executive Producer at Outsider Editorial
Toronto, Canada
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TitleSickKids VS: Hard Days
BriefThe “Day-In-The-Life” Vlog format is a trend used by Mom bloggers via YouTube and other social channels. It’s a trend that’s very popular worldwide (many videos garnering millions of views). After seeing the videos that SickKids moms were posting on social media, emulating these vlog-style videos in our campaign allowed us to frame this story within a context that everyone can relate to.In order to keep the film as authentic as possible we enlisted 10 SickKids Moms to help us write the story. We did this by interviewing each mom to better understand what they go through in a day. Then we took the most impactful snippets and formed it into a cohesive and emotional film
Agency
Campaign SickKids VS: Hard Days
Advertiser SickKids Foundation
Brand SickKids

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