MUSE Platinum

Canada

2021

SickKids Airbnb

Entrant Company

No Fixed Address

Category

Strategic Program

Client's Name

SickKids Foundation

Sub-Category

Interactive Brand Experience

SickKids is known as a state-of-the-art hospital, but most people don’t realize that the building itself is vastly outdated, nearly untouched in 70 years. These limitations are particularly felt in the Paediatric Intensive Care Unit, where families have no space, privacy or comfort. There’s only one way to experience how dire the situation truly is - spend a night there. Welcome to SickKids Airbnb. We transformed a hospital boardroom into a PICU down to the smallest detail. Using interviews with families, doctors and nurses, we created an authentic, three-hour soundscape and live reenactment to immerse our guests further into the experience. The listing went up live on Airbnb, to be booked for a night like any other rental. Before long, it had caught the entire country’s attention, including our first guest, NBA Champion Fred VanVleet.

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