The Orange

The centrepiece of the campaign forCHU Ste-Justine children’s hospital in Montreal: a 3-minute video telling the story of Juliette, a young girl who overcame a life-threatening tumour thanks to cutting-edge pediatric care. Unlike traditional fundraising videos, the Juliette video took a cinematic approach and apoetic, yet child-like tone to convey a true revolution in pediatric care. Told through a child’s eyes, the story poignantly conveyed our message of hope. The spot aired in prime-time TV slots — unprecedented for a long-form fundraising piece — and gained significant public traction.