"All In"

23 November 2017

2 mins

Anything For You

This black and white ad for Canadian charity Sick Kids combines the exuberance of youth with the struggles faced by children who are seriously ill... all without ever descending into melancholy. It's a tough brief, and director Mark Zibert pulls it off with aplomb.

'I'd Do Anything' from the musical 'Oliver' provides an unconventional soundtrack, as we see kids collecting materials from anywhere they can. Lightbulbs, doors, bricks - they grab it all and join a flood of other children doing the same. They're all heading in the same direction, and if anyone stumbles, the others pick them up.

The emotion of the piece builds slowly, as we gradually notice more kids with breathing apparatus, prosthetic limbs, or other signs of illness amongst the crowd. The climax is extremely poignant, yet handled with a deft touch which leaves us with a feeling of hope. Sincere, emotionally affecting work.

Canada

Charities