by reframing their behavior as a sign of vitality.
The real fear?
When a child is too sick to act like a brat.
So instead of scolding the chaos, the campaign embraces it—with love, humor, and heart—as a reminder of what’s truly important: keeping kids healthy enough to cause trouble.
CREDITS
CLIENT: Montreal Children’s Hospital
AGENCY: Cossette
CREATIVE DIRECTION: Patrick Michaud, Mélanie Delisle, Anne-Claude Chénier
CREATIVE TEAM: Jean-François Perreault, Marc Lessard, Annick Tremblay-Meunier, Souléman Diallo, Philippe Brassard, Étienne LeBourdaïs, Eric Bouchard
STRATEGY: Michel-Alex Lessard, Laurence Bonneville
ACCOUNT SERVICES: Katherine Leftakis
AGENCY PRODUCTION: 7ième
AGENCY PRODUCER: Vicki Gagnon
PRINT & DIGITAL PRODUCTION: Colette Dumay, Maxime Bluteau
PRODUCTION COMPANY: Quatre Zéro Un
DIRECTOR: Benjamin Nicolas
POST-PRODUCTION: Post430
SOUND: Cult Nation
CLIENT: Montreal Children’s Hospital
AGENCY: Cossette
CREATIVE DIRECTION: Patrick Michaud, Mélanie Delisle, Anne-Claude Chénier
CREATIVE TEAM: Jean-François Perreault, Marc Lessard, Annick Tremblay-Meunier, Souléman Diallo, Philippe Brassard, Étienne LeBourdaïs, Eric Bouchard
STRATEGY: Michel-Alex Lessard, Laurence Bonneville
ACCOUNT SERVICES: Katherine Leftakis
AGENCY PRODUCTION: 7ième
AGENCY PRODUCER: Vicki Gagnon
PRINT & DIGITAL PRODUCTION: Colette Dumay, Maxime Bluteau
PRODUCTION COMPANY: Quatre Zéro Un
DIRECTOR: Benjamin Nicolas
POST-PRODUCTION: Post430
SOUND: Cult Nation