Taking over radio stations for April Fools’ with The Children’s

4/4/2024

Work

by Cossette

The Montreal Children’s Hospital Foundation launches the second edition of its playful campaign to celebrate children’s health.

The Montreal Children’s Hospital Foundation (The Children’s Foundation) has collaborated with Cossette to create and produce the second edition of the “Tannant d’avril” campaign. This initiative— aimed at celebrating the blessing of having playful and healthy children while encouraging donations — transforms the traditional April Fools’ Day (Poisson d’avril in French) into a day dedicated to celebrating children's health.

At The Children’s Foundation, we believe a bratty kid is a healthy kid. The care provided at the Children's Hospital helps young patients regain their boundless energy and become the bratty children we adore. On this day of fun and practical jokes —which we've also declared as World Bratty Children's Day— we’re celebrating what a privilege it is to have healthy kids. We remain committed to helping all children across Quebec to have this opportunity.

Renée Vézina, President of Children’s Foundation

La première édition de cette campagne, lancée en 2023, a été un franc succès, avec la participation enthousiaste de grandes marques locales qui ont généreusement laissé leurs espaces publicitaires être envahis par des poissons portant le message « Joyeux Tannant d’avril », à l'image de La Fondation.

For this second edition of the “Tannant d’avril” campaign, we’re staying true to our playful spirit... on the radio. With this added medium, we are sharing even more mischief with well-known jingles reimagined by children all in the name of good fun.

Mélanie Delisle, Creative Director at Cossette

Rolling out across Quebec from April 1 to April 7, 2024, the campaign is comprised of of OOH, radio spots, video, and various digital assets on social media.

Credits

ADVERTISER

The Montreal Children’s Hospital Foundation

AGENCY: Cossette

CREATIVE: Anne-Claude Chénier, Marc-Antoine Vallée, Raphael Côté, Mélanie Delisle, Patrick Michaud STRATEGY: Robyn Hutman ACCOUNT SERVICES: Katherine Leftakis, Suzanne Giguère PRODUCTION: Marie-Claude Francoeur, Laury Lefebvre

MEDIA AGENCY

Cossette Media

PRODUCTION HOUSE: Septième

Julie Beaudoin, Perrine Pelini DIRECTOR: Olivier Jobin POST-PRODUCTION: Septième - Ophélie Colpaert OFFLINE EDITING: Jérémie T. Fournier COLOR GRADING: Élie Veilleux MOTION DESIGN: Alex Lefebvre

SOUND STUDIO: Cult Nation

François Bélanger & Théo Porcet