Long Live Little Brats is a new campaign by Cossette for the Montreal Children’s Hospital Foundation , which supports the Foundation’s firs...
Long Live Little Brats is a new campaign by Cossette for the Montreal Children’s Hospital Foundation, which supports the Foundation’s first major solo fundraiser in 28 years. With a goal of raising $200 million by 2026, this is the most ambitious pediatric campaign in Quebec's history. As Quebec 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 pediatric hospital, the Children's 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 their propensity to innovate and do things differently, we 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.
Some facts about the film:
The film was shot under strict COVID-19 guidelines which prohibit physical contact between actors unless they are part of the same COVID bubble. This led us to cast a real family: the woman who portrays the mom is a professional actor. For her partner and daughter however, this was a first acting experience.
The first scenes we shot were ones where our little girl is battling leukemia and has lost all of her hair, which means that our young actor had to wear a bald cap. Her reaction to seeing herself in the mirror looking this way was raw and honest – and as you can imagine, it was very emotional for both of her parents as well.
Although it may not be what you first think of when you think of kids, punk music was an easy choice because it conveys so much of the emotions depicted in our spot: joy, irreverence, anger, sadness. Punk music also happens to be a shared passion of the creative team that worked on the project.
The Children’s treats a lot of young patients suffering from severe illnesses. Working with our director Benjamin Nicolas, we felt it was important to keep the film as honest as possible, by showing that this is a battle for the long haul. We shot over 80 scenes with different seasonal decor so we could have a wider pool of shots to choose from.
Client: The Montreal Children’s Hospital Foundation
Renée Vézina, President of the Foundation
Kim Fraser, Vice-President, Communication and Marketing
Sylvie Desjardins, Marketing Director
Peter Ignazi, Global Chief Creative Officer
Anne-Claude Chénier, Vice-President, Creative Advertising
Michel-Alex Lessard, Vice-President, Strategy
Patrick Michaud, Creative Director
Hugo Fournier, Strategy Director
Matthew McDonald, Senior Art Director
Layton Wu, Copywriter
Marc-André Vigneault, Copywriter
Alex Jutras, Art Director
Richard Bélanger, Creative Director, Design + Branding
Benoit Chapellier, Vice-President, Business Lead
Katherine Leftakis, Product Owner
Catherine Richard, Producer
Vicky Morin, Creative Director
Steve Pépin, Art Director
Andrée Losier, Director, Business Lead
Production House: 4zero1
Director: Benjamin Nicolas
DOP: Alexandre Nour
Sound & Music: Cult Nation
Media Agency: Cossette Média
Anne-Sophie Collins, Media Planner
PR Agency: The Colony Project
Axelle Techer, Account Director