Cannes Lions

Feels like farther

COSSETTE, Vancouver / RONALD MCDONALD HOUSE CHARITY / 2019

Film
Film

Overview

Entries

Credits

Overview

Background

When a child is seriously ill, the specialization required for their major medical procedure may only be available far from home. Ronald McDonald House BC & Yukon provides accommodation for families who can’t afford to stay out of town, so they can be close to their children undergoing treatment.

Although many people know of RMH BC, many don’t fully understand what the House actually does and how it differentiates from children’s hospital foundations, which compete in the same space as RMH BC. But while hospitals and foundations relieve physical pain, RMH BC relieves the emotional pain of being separated from those you care about when they really need you most. So instead of focusing on sick children, we focused on the thing that sets RMH BC apart from the competition—distance.

Execution

Through metaphor, we created a story that shows how a mother feels when she is unable to be with her sick child getting the medical treatment he needs far from home.

Adrift at sea, afloat in orbit, lost in a frozen wasteland—that’s how it feels to be apart, even for a short while.

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