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Montreal Children’s Hospital Foundation Wants Your Kids to Be Bratty

Cossette's powerful spot tells the emotional story of one hospitalised girl backed by a powerful cover version of The Clash's punk anthem 'I Fought the Law'

Montreal Children’s Hospital Foundation Wants Your Kids to Be Bratty

Cossette has revealed its new campaign, 'Long Live Little Brats', for the Montreal Children’s Hospital Foundation in support of the foundation’s first major solo fundraiser in 28 years. With a goal of raising $200 million by 2026, this is the most ambitious paediatric campaign in Quebec's history. As the province is a very competitive market for children’s charities, the difficult task was to break through the volume and attract donors. 

Since opening its doors 115 years ago as the province’s first paediatric hospital, the hospital foundation has been a hub of innovation. The doctors, researchers, and medical teams continually push the boundaries of knowledge, developing new treatments and new approaches to care. Building on the foundation's propensity to innovate and do things differently, Cossette set out to create a fresh campaign theme in pursuit of a common goal: to see the sickest children live their best lives… and be their brattiest selves.

The children's team knows this well: a healthy child can be energetic, unruly and sometimes a little bratty. In fact, the first indicator that your kid is feeling under the weather is often when she or he becomes much quieter and calmer than usual. 'Long Live Little Brats' is rooted in this insight and serves as a reminder for parents everywhere that having children with endless supplies of brattiness is actually a blessing.

The centrepiece of the campaign is a long-form film that tells the story of one such little brat backed by a powerful cover version of the punk anthem 'I Fought the Law' by The Clash, which echoes the little girl’s unapologetically wild and mischievous nature. 

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Client: The Montreal Children’s Hospital Foundation

President of the Foundation: Renée Vézina

Vice-President, Communication and Marketing: Kim Fraser

Marketing Director: Sylvie Desjardins


Agency: Cossette

Global Chief Creative Officer: Peter Ignazi

Vice-President, Creative Advertising: Anne-Claude Chénier

Vice-President, Strategy: Michel-Alex Lessard

Creative Director: Patrick Michaud

Strategy Director: Hugo Fournier

Senior Art Director: Matthew McDonald

Copywriters: Layton Wu and Marc-André Vigneault

Art Director: Alex Jutras

Creative Director, Design + Branding: Richard Bélanger

Vice-President, Business Lead: Benoit Chapellier

Product Owner: Katherine Leftakis

Producer: Catherine Richard

Creative Director: Vicky Morin

Art Director: Steve Pépin

Director, Business Lead: Andrée Losier


Production House: 4zero1

Director: Benjamin Nicolas

DOP: Alexandre Nour

Sound & Music: Cult Nation


Media Agency: Cossette Média

Media Planner: Anne-Sophie Collins


PR Agency: The Colony Project

Account Director: Axelle Techer

Category: Corporate, Social and PSAs , Health

Genre: People , Storytelling