Tis the season: Klick Health has debuted its annual holiday video. Created with the Toronto-based Tony Stacey Centre for Veterans Care, “Light the Way” showcases the need for community and connection — around the holidays and otherwise.

Klick volunteers descended upon the facility on November 12 and decorated it for an upcoming holiday event. The video chronicles the residents’ emotional reaction to the event, which featured some 25,000 lights, live music and hot chocolate.

“We are grateful to everyone at the Tony Stacey Centre for collaborating with us to bring to life such an important story,” said Klick chief creative officer Rich Levy in a statement. “Making this video has been a labor of love that has brought together the expertise of so many Klick crafts — from creative and production, to medical, events and experience, and more — all to bring joy and togetherness to an often overlooked community.”

There’s clearly a need for engaging with the community. The Centre noted that 75% of its residents receive no visitors during the holiday season, while medical studies have long linked loneliness and isolation with greater risk of heart attacks, stroke and death.

“We’ve been creating annual holiday videos to help spread festive cheer and give back to communities for over a decade, but this one is extra special,” added Klick chief people officer Glenn Zujew in the statement. “There’s a beautiful and tender emotionality to ‘Light The Way’ that we hope resonates around the world, and reminds everyone that human connection is the ultimate holiday gift.”

The unveiling of Klick’s holiday video has become an annual event. In 2021, the agency handed a $100 bill to 630 of its people and asked them to share it in a way that would positively impact someone else’s life. The funds were spent on a brass band to play for retirement community residents and a stranger’s car transmission and tires, among many other ways.

In 2020, Klick became the first three-time winner of MM+M’s Holiday Contest with “When Nobody’s Watching,” an animated short which celebrated the virtues of kindness and generosity. The firm’s 2019 video, “Kindness is Contagious,” and its 2018 clip, “Klickmas,” similarly claimed MM+M Holiday Contest gold.

Per the MM+M Agency 100, Klick was the highest-revenue medical marketing agency in North America during 2021. It generated an estimated $480 million, up 14% from 2020’s estimated take of $421 million.