Two little brats for life

This next phase of the “Long live little brats” campaign from the Montreal Children’s Hospital Foundation, AKA The Children’s, is part of the financing campaign launched in 2020 to support innovation in research and pediatric healthcare.

This year, the ad campaign aims to raise awareness of the Children’s and mark another stage of its evolution with a unique and touching message to attract donors. Cossette is supporting The Children’s in its mission to raise $200 million by 2026, which is one of the most ambitious financing goals in the sector.

The new campaign’s web banners tease the audience to encourage donations, while signage shows what it's like when children have the chance to be bratty instead of sick. And the video “Two little brats for life,” directed by Benjamin Nicolas of 4ZERO1 with Mélanie Delisle of Cossette handling creative, tells a touching story.

To optimize the campaign’s impact and pique public interest, the team produced a storytelling-focused short that feels more like a movie than a traditional ad. It tells the story of two kids who love playing lighthearted tricks on their friends and family. Although one of them, Lou, is in the hospital, the friends plan their pranks via walkie-talkie. This way, Max feels like he can support his friend even though they are apart. The story takes a more dramatic turn when Lou stops answering to Max. Max becomes anxious and impatient to hear from his best friend. There’s a happy ending, however—Lou is getting better. He comes out of treatment and immediately calls Max on his walkie-talkie. The life of the two little brats can resume.