Cossette has revealed its new campaign, 'Long Live Little Brats', 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 paediatric 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. 

Since opening its doors 115 years ago as the province’s first paediatric hospital, the hospital foundation has been a hub of innovation. The doctors, researchers, and medical teams continually push the boundaries of knowledge, developing new treatments and new approaches to care. Building on the foundation's propensity to innovate and do things differently, Cossette set out to create a fresh campaign theme in pursuit of a common goal: to see the sickest children live their best lives… and be their brattiest selves.

The children's team knows this well: a healthy child can be energetic, unruly and sometimes a little bratty. In fact, the first indicator that your kid is feeling under the weather is often when she or he becomes much quieter and calmer than usual. 'Long Live Little Brats' is rooted in this insight and serves as a reminder for parents everywhere that having children with endless supplies of brattiness is actually a blessing.

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.