Based in the Bronx, Montefiore Einstein is a non-profit hospital system that believes that modern healthcare is a right of every child. For the 20-year anniversary of Montefiore’s Children’s Hospital, the task was to both celebrate the holidays and to showcase the quality of care Montefiore provides to children in New York and beyond.

Shown through the eyes of a child, and set to the Velvet Underground’s “I’m Sticking with You,” this holiday film reminds us that sometimes the act of simply caring for someone else is what brings true magic. It tells the tale of a child and her best friend, a stuffed animal unicorn. When the unicorn gets injured, a team of Montefiore Einstein surgeons come to the rescue. The story is a fable and metaphor for the magic of receiving life-saving care, and the world-class medical treatment and innovation the not-for-profit Bronx-based hospital has provided to children in New York and around the globe.

In celebration of the 20th anniversary of Montefiore’s Children’s Hospital, the film launched during the Macy’s Thanksgiving Day Parade and played during commercial breaks on all major family, national sports and film entertainment moments over the course of the holidays in the New York area.

The story is a fable and metaphor for the magic of receiving life-saving care, and the world-class medical treatment and innovation the not-for-profit Bronx-based hospital has provided to children in New York and beyond. Inspired by the magical realism often found in holiday films, our entertainment piece is an urban fairytale infused with verisimilitude, realism and no small measure of suspense.

Launched during the Macy’s Thanksgiving Day Parade and implemented through January 1, the film ran on broadcast and social across network TV, seasonal holiday specials, primetime news, morning news features and major sporting events like the NFL playoffs.

The film reached 9.4M views on YouTube.