Montreal Children's Hospital conducts campaign
By Rob Bale
The Montreal Children’s Hospital Foundation has resumed an annual campaign called “Long Live Little Brats.” Developed by Cossette, the campaign is intended to highlight pediatric research and care conducted at the hospital. It makes use of imagery of children being noisy and energetic following medical treatment, along with the tagline, “Sorry.” The effort consists of television, radio, out of home and digital advertising.
“We often apologize when a kid is being loud or wild,” said Patrick Michaud, creative vice-president at Cossette. “This year, we’re flipping the meaning of ‘sorry’ to highlight the Foundation’s mission [of] helping kids bounce back into full-on loud mode.”
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