Great Ormond Street Hospital Charity: Ordinary World

AMV BBDO, London has launched a very ordinary new brand campaign for Great Ormond Street Hospital.

Children in hospital don't have big dreams. All they want is to be an ordinary kid again, living everyday life in the ordinary world. Doing all the things the rest of us take for granted.

This is especially true of the children at Great Ormond Street, who are often seriously ill, and in hospital for extended periods of time.

Based on this insight, AMV BBDO has developed a fully-integrated brand campaign for the Great Ormond Street Hospital Charity.

A 60 second launch film (running on TV, cinema and online) presents the 'Ordinary World' like a theme park. The mundane family activities we often take for granted – a trip to the supermarket, a ride on a bus, a trip to the local park – are reframed as wonderous, exhilarating experiences.

The campaign will also feature a unique takeover of Coram Fields (February 2017) - rebranded as 'The Park Experience!' Families heading down to the park to play on the swings and enjoy the fresh air (which they probably take for granted) will be encouraged via various park takeovers to make contactless donations – using their bank cards – to support the fantastic work the hospital charity carries out to help sick kids in their charge to return to the 'Ordinary World'.

A complementary print and OOH campaign will also hero scenes and scenarios in the 'Ordinary World' which parents of healthy children probably take for granted yet kids, and their families, in Great Ormond Street hospital would probably dream of returning to.

Stars of the ad Delano, nine from London, and Jessica, 10 from South Wales, have both spent significant periods of their life in hospital missing the everyday life of the Ordinary World, just like the 260 children who arrive at the world leading children's hospital every day.