Sorry
The Montreal Children’s Hospital Foundation is built on a simple belief: a mischievous child is a healthy child. For its new fundraising campaign, the goal was to highlight the essential role of hospital staff, as well as the tangible impact of every donation on patients’ recovery.
Services
MediaIndustries
Health, Non-profit organizations
“We tend to apologize when a child is being mischievous. This year, we’re flipping the meaning of ‘sorry’ to remind people that the Children’s mission is to get kids back on their feet—mischief and all, for better or worse.”
Patrick Michaud, Vice-President, Creative at Cossette
Credits
Client :
La Fondation de l’Hôpital de Montréal pour enfants
Creative :
Anne-Claude Chénier, Patrick Michaud, François-Julien Rainville, Philippe Leblanc, Laurence Oliva
Strategy :
Judikaela Auffrédou, Robyn Hutman
Account services :
Erica Vincelli Themens, Katherine Leftakis
Production :
Septième, Gorditos