Who: SickKids Foundation, with Ryan Reynolds and his agency Maximum effort for strategy and creative’ Cairns Oneil for media’ Really Original for production (directed by Bryan Rowland).
What: Year six of The Hospital for Sick Children’s fundraising collaboration with the Hollywood A-lister. This year’s execution features Reynolds as his superhero character Deadpool, with support from KidPool and Lynda Carter (aka “Wonder Woman”), and Reynolds matching donations up to $500,000.
When & Where: The video was released Dec. 12 on YouTube and across social channels, and there’s a special donation site, SickKidsSweaterLove.ca, running until Dec. 25. There is some paid social advertising that pushes to the video posted on YouTube.
Why:Reynolds has had a long connection to the hospital, and since launching the Ugly Sweater campaign in 2019, he’s helped raise more than $3 million for the hospital and generated more than 400 million media impressions across legacy and social media. The Ugly Sweater idea …