Special Just Like You | Clapboard Ad Archive

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Special, Just Like You - Sunnybrook Hospital | Clapboard Ad Archive

Sunnybrook Hospital’s 2023 campaign Special, Just Like You, created by Public Inc, redefines healthcare marketing in Toronto by spotlighting the institution’s distinctive identity within an expansive hospital system where its groundbreaking work remains under-recognized locally. This campaign articulates Sunnybrook’s unique position as a global leader in complex medical cases, innovative research, and patient-centered care, not through conventional problem-solution storytelling but by evoking a palpable sense of specialness that permeates its people, spaces, and treatments. The campaign’s narrative centers on authentic patient stories such as that of Prince, who overcame a severe burn injury, alongside cutting-edge facilities like the Goldring Hybrid Operating Room and pioneering techniques including scalpel-free brain surgery via Focused Ultrasound. By weaving these elements into a cohesive message that this place is special just like the community it serves, the campaign humanizes a high-tech medical environment and invites Toronto residents to engage emotionally and philanthropically. The multi-channel execution spanning digital video, digital audio, radio, out-of-home, and in-hospital activations ensures broad reach and relevance across diverse touchpoints, directly addressing the market insight that many locals remain unaware of Sunnybrook’s exceptional contributions despite its international acclaim. The campaign’s emphasis on patient and staff voices as the source of its special character grounds the brand in authenticity and trust, reinforcing its role as a compassionate healthcare leader driven by innovation and personalized treatment. What Clapboard’s taxonomy would classify as FORMAT#11 UNIQUE PERSONALITY PROPERTY is at the core of this effort, as it highlights Sunnybrook’s intrinsic qualities and specialized expertise rather than a single product or service, positioning the hospital as a unique entity in Canadian healthcare. Sunnybrook CEO Andy Smith’s focus on patient-centered innovation and the Sunnybrook Foundation’s call for community support tie the campaign’s emotional resonance to a tangible call to action for donations that fuel ongoing medical breakthroughs and improved care. Clapboard rates this campaign 63/100. This campaign matters because it demonstrates how healthcare brands can leverage institutional personality and authentic storytelling to build local affinity and philanthropic momentum in a complex and competitive market.

Credits

Client

Sunnybrook Hospital

Agency

Public Inc

Chief Executive Office

Phil Haid

Chief Creative Officer

Jill Applebaum

Strategic Planner

Adrienne Rand, Beth Thomson, Rachel Klysen

Creative Director Art

Erin Stevens

Creative Director Copy

Heather Apple

Account Management

Hannah Willis

Social Director

Paul Rivait

Producer

Iris Savage, Katie Wood, Geoff Cornish, Mike Masters, Yana Sergeevna, Harleen Bhogal

Art Director

Marta Royo Milà, Zaehen Ghanshani

Photographer

Kevin Van Paassen and Doug Nicholson

Production House

Category Mind Map

48%

The campaign for Sunnybrook Hospital, titled "Special, Just Like You," positions the brand as a uniquely exceptional healthcare institution within Toronto’s expansive hospital system. It emphasizes Sunnybrook’s commitment to addressing the most complex medical cases through groundbreaking research, innovative treatments, and patient-centered care. The campaign underscores Sunnybrook’s distinctive capabilities, such as advanced surgical technologies and multidisciplinary collaboration, while portraying the hospital as a place where patients and their experiences are at the core of its mission. This narrative conveys Sunnybrook’s value proposition as a leading and compassionate healthcare provider, distinguished not only by its medical expertise but also by the empathy and dedication inherent in its culture. Strategically, the campaign addresses a key market insight: despite Sunnybrook’s global reputation, awareness among the local Toronto community about the hospital’s specialized work remains limited. By focusing on the hospital’s “specialness,” conveyed through authentic patient and staff perspectives, the campaign aims to evoke an emotional response and a sense of local pride. This creative approach seeks to humanize the institution, making its advanced medical achievements relatable and relevant to the broader community. Employing a multi-channel mix—including digital video, audio, radio, and out-of-home placements—the campaign targets residents of Toronto to deepen their connection to Sunnybrook. Additionally, by framing the hospital as “special, just like you,” the campaign invites community engagement and encourages philanthropic support, essential for sustaining ongoing research and innovation. This combination of narrative authenticity and targeted community outreach reflects a cohesive market strategy that balances awareness-building with donor activation.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign fits FORMAT #11 because the central idea revolves around communicating the intrinsic “specialness” of Sunnybrook Hospital. Rather than focusing on a specific problem-solution or telling a traditional story arc, the narrative and supporting quotes repeatedly emphasize the distinctive qualities, innovations, people, and spaces that set Sunnybrook apart from other hospitals. By invoking unique cases, cutting-edge facilities, specialized techniques, and world-class personnel, the campaign crafts a sense of unique institutional personality that’s “special, just like you”—making the brand’s unusual nature the creative core. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Toronto General Hospital – Positioned as a global leader in organ transplantation and cardiovascular care, Toronto General emphasizes innovative clinical research and cutting-edge treatments, attracting complex cases nationwide and internationally. 2. Mount Sinai Hospital – Known for its patient-centered care and strong focus on mental health, Mount Sinai differentiates itself through integrated health services, research excellence, and a multidisciplinary approach to chronic disease management. 3. St. Michael’s Hospital – Distinguished by its commitment to urban health, trauma care, and addressing social determinants of health, St. Michael’s integrates community outreach with advanced medical treatment and research. 4. Sunnyview Hospital – Positioned as a leading rehabilitation and complex continuing care center, Sunnyview specializes in assisting patients recovering from serious injuries and chronic conditions with customized therapeutic programs. 5. The Hospital for Sick Children (SickKids) – Renowned worldwide for pediatric care and research, SickKids focuses on innovative treatments for children, combining clinical excellence with cutting-edge medical research and family-centered support.

Q: What is Special, Just Like You about? A: Special, Just Like You is a 2023 Canadian campaign created by Public Inc for Sunnybrook Hospital, designed to raise awareness of the hospital’s exceptional contributions within Toronto’s healthcare system. The campaign highlights Sunnybrook’s groundbreaking research, innovative treatments, and patient-centered care across its three campuses. Through digital video, audio, radio, out-of-home, and in-hospital executions, it emphasizes the hospital’s unique qualities and advanced medical capabilities. The central creative idea is to convey Sunnybrook’s specialness by showcasing authentic patient and staff experiences, inviting the local community to recognize and support this vital institution. Q: What creative device does Special, Just Like You use? A: Special, Just Like You employs the FORMAT #11 UNIQUE PERSONALITY PROPERTY from Clapboard’s 12-format taxonomy. This creative device focuses on communicating the intrinsic specialness of Sunnybrook Hospital by highlighting its distinctive features, such as advanced facilities, pioneering techniques, and specialized personnel. Rather than following a traditional problem-solution narrative, the campaign builds a unique institutional personality that sets Sunnybrook apart from other hospitals. The approach uses authentic voices and tangible examples to make the hospital’s exceptional nature the core of the creative expression. Q: What is the campaign proposition for Special, Just Like You? A: The campaign proposition for Special, Just Like You positions Sunnybrook Hospital as a uniquely exceptional healthcare provider within Toronto’s extensive hospital system. It communicates to the local community that Sunnybrook addresses the most complex medical cases through innovative research, cutting-edge treatments, and patient-centered care. This matters because despite Sunnybrook’s global reputation, local awareness remains limited. By emphasizing the hospital’s special qualities and human stories, the campaign aims to deepen community connection and encourage philanthropic support essential for sustaining ongoing medical advancements and personalized patient care. Q: How does Special, Just Like You rank in Clapboard's archive? A: Special, Just Like You has a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in conveying its message and engaging its target audience through a multi-channel approach that balances emotional storytelling with strategic community outreach. Q: Who are the competitors in Sunnybrook Hospital's category? A: Sunnybrook Hospital competes with several leading Toronto healthcare institutions, each with distinct market positioning. Toronto General Hospital is recognized globally for organ transplantation and cardiovascular care, attracting complex cases nationwide and internationally. Mount Sinai Hospital focuses on patient-centered care with a strong emphasis on mental health and chronic disease management through integrated services. St. Michael’s Hospital is known for its commitment to urban health, trauma care, and addressing social determinants of health with community outreach. Sunnyview Hospital specializes in rehabilitation and complex continuing care for serious injuries and chronic conditions. The Hospital for Sick Children (SickKids) is renowned worldwide for pediatric care and innovative medical research.