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Long Live Little Brats by Cossette

Agency: Cossette
Date: Nov 2020
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Long Live Little Brats is a campaign by Cossette 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 pediatric 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.

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.


Client: The Montreal Children’s Hospital Foundation

Renée Vézina, President of the Foundation

Kim Fraser, Vice-President, Communication and Marketing

Sylvie Desjardins, Marketing Director

Agency: Cossette

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