We are all fairy godmothers

Posted by Tom Megginson | 23-11-2012 04:12 | Category: Fundraising


Damn. A PSA made me cry a little. When you’re a jaded adman like me, that’s a rare event.

Children’s Wish Foundation - Emily’s Story from CRUSH on Vimeo.

This animated short for the Children’s Wish Foundation is a true story. And that’s the part of it that brought a tear to my eye.

Each year, thousands of Canadian children between the ages of three and 17 are diagnosed with a life-threatening illness. The Children’s Wish Foundation of Canada raises money to grant a special wish to eligible kids. They say they never say no to a “wish child”.

This video was sponsored by Gravol, a children’s (and adults’) anti-nausea medicine manufactured in Canada by Church & Dwight. The video directs to Gravol’s own fundraising page for The Children’s Wish Foundation of Canada. This is presumably so that they can track the results of their own corporate social responsibility efforts on the charity’s behalf.

The credits for the video are rather complicated, so I’ll just quote the information provided on Vimeo in full, and link the appropriate players:

KBS+P Toronto came to us with a lovely little story for the Children’s Wish Foundation. A true story involving a family, a child’s life threatening illness and the joy Children’s Wish brought to their lives. The creative team, copy writer Cristina Simonetto and art director John Roberton developed a wonderful, gentle script and looked for an animation team to work with.

The Crush team jumped on the opportunity to take the team’s poignant story and bring it to life. We wanted the film to be a children’s story brought to life. Crush’s Julia Deakin designed Emily and all the characters, and worked with Yoho Yue and Jullian Ablaza to bring Emily’s world to life.

Jullian worked with talented illustrators, Ashley Barron and Flavia Lopez to create the world using a mix of paper and other media.

Yoho Yue and Joel Tellier rigged and animated the characters, with subtlety and sensitivity to Emily’s story.

Apollo Music’s team took the pictures and added a beautiful, haunting score.

Everyone who touched the project was profoundly moved by Emily’s story and are so proud of the final piece.

Thanks to Julie Poirier and Bryan Ritchie at Church and Dwight, the makers of Gravol for helping make the project a reality, and the producers Claire Cashman at KBS+P, Janice Rebelo at Crush, for getting it done.

Good job, all of you.

Children's Wish Foundation of Canada
KBS+P Toronto

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