Lurie Children’s Hospital

2022 Handfuls of Love Campaign

Campaign creative consisting of a series of illustrated valentines, a variety of landing pages, and digital/social ads.

The Goal: Make 👏 kids 👏 smile

At the heart of the concept of “birds in space” was the notion that “you can do/be anything.” If a bird can fly up and beyond the limits of Earth’s atmosphere, you too can accomplish your dreams. At the surface level, the concept leant itself well to bright and colourful imagery (with an opportunity to incorporate a strong brand-colour-presence) and silly situations.

Aside from the higher level creative direction of the campaign, I was also directly hands on with the execution of everything, even hand-illustrating each valentine myself (with the help of my Apple Pencil and Procreate).

The Full Scope: Cards, Ads, Landing Pages and More

While the illustrated cards were the centrepiece, an entire campaign of creative brought the whole story together. Landing pages were designed and built to give users the ability to choose from the selection of cards, write a personal message and send to a patient at Lurie Children’s. Donation and Thank You pages were also created.

Emails were crafted to help tell the story of patients at the hospital and how their lives have been impacted by donors.

A digital/social ad campaign targeting the public drove traffic to the landing pages for donations and cards.

The creative direction incorporated the illustrative imagery throughout, while also showcasing imagery of real patients at the hospital.

Creative Team

Harmony Hamilton — Copywriting, Content Strategy
Taylor Shute (me) — Creative Direction, Design Lead, Illustration