The Sunnybrook Health Sciences Centre (HSC) is taking a show-and-tell approach to demonstrating the “special” nature of its three campuses.

The hospital, paired with purpose-driven creative agency Public, has launched a new campaign that “brings to life what many of us know, and what we hear from our patients, staff, and our donor community,” says Kelly Cole, CEO of the Sunnybrook Foundation. “Sunnybrook is Special.”

Those three words are the message of the effort, which is anchored by a minute-long hero spot that chronicles Sunnybrook’s position as a globally-recognized leader in medical research, and an institution that is developing new models of care while providing training and education for those in the healthcare profession.

The spot showcases several of its state-of-the-art facilities and equipment, including a first-of-its-kind hybrid operating room that enhances collaboration across different specialties, and special techniques, such as scalpel-free brain surgery – as well as several of its employees.

“Sunnybrook takes on the toughest illnesses, injuries and conditions,” says Andy Smith, the hospital’s CEO. “We’re driven by a commitment to place patients and families at the centre of all we do. Their voices inspire us to continually seek new answers and translate discoveries into better and more personalized treatments. Spreading the word about what takes place here is imperative to attracting support to fuel our work.”

The effort is the first from Public since adding Jill Applebaum as chief creative officer and Heather Apple and Erin Stevens as creative directors this past summer, and aims to generate breakthrough with its audience by capturing the hospital’s “special” feeling, Applebaum says.

It is rolling out across digital video and audio, radio, OOH and through in-hospital executions.