On the heels of an incredibly successful MomStrong campaign, SickKids wanted to drive donations to the foundation for Father’s Day. For father’s of SickKids’ children, there is little time to show the real emotion that they suppress deep down inside. Focused on providing for their families, dads wait until their kids and families are not around before letting go.

In a 1:30 online film, SickKids followed a blue-collar father as he went about his grueling workday in the rainy, dreary streets of Toronto. A sweet-voiced remake of Axl Rose’s “Sweet Child of Mine” plays over top. The day feels purposefully long to play into how long and drawn out the day becomes when you only have one thing on your mind -- your kid and family, and how far you are so far from seeing them.

The final stop shows the father alone in an elevator, fighting back a tear. But as he walks into a brightly lit room, he sees the only people he’s been waiting so long to see and tears give way to a joyous smile.

The results of the campaign were: a 176% increase in YOY donations, 40 stories in Canada, 41 international stories and 13.8 million earned media impressions.