Long Live Little Brats by Cossette
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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.
Credits
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
