Cossette, in partnership with the Montreal Children’s Hospital Foundation, encourages Quebecers to make a donation, which will be matched thanks to the generosity of P.K. Subban.
From December 3 to 31, 2023, the Montreal Children’s Hospital Foundation (the Children’s), in conjunction with Cossette, will be running its Every Donation Counts Double campaign in support of the Foundation’s pediatric fundraising initiative. Rolled out in various media, including TV, OOH, print, web, radio and La Presse+, the campaign features former hockey star P.K. Subban and his foundation, who have pledged to match each donation, up to $250,000.
“At the Children’s, a bratty kid is a healthy kid,” says Lucie Pruneau, Marketing Director at the Foundation. “The generosity of P.K. Subban, a sports figure much beloved by Quebecers, has helped give young patients a chance to be little brats again.”
To make the fundraising mechanics as clear and engaging as possible for donors, the creative team created a visual universe around a piggy bank in the Foundation’s colours. The piggy bank, which represents the funds raised for young patients, is the leitmotif of the campaign.
“Nothing says both ‘children’ and ‘money’ like a piggy bank,” explained Jessica Fecteau, Art Director at Cossette. “Even in today’s world, it remains a universal symbol for kids and their parents. And we discovered that there are as many different types of piggy banks as there are kids!”
In addition to the main touchpoints, a social media activation is planned with the help of Quebec sports journalists and content creators.
Client: The Montreal Children’s Hospital Foundation – Renée Vézina, President; Kim Fraser, Vice-President, Marketing Communications; Lucie Pruneau, Marketing Director.
Agency: Cossette
Creative: Anne-Claude Chénier, Patrick Michaud, Philippe Brassard, Jessica Fecteau, Steven Morrie
Strategy: Judikaela Auffrédou, Anne-Sophie Vachon
Product: Katherine Leftakis, Suzanne Giguère
Illustrations: Eve Chenette
Agency production (Septième)
Senior producers: Marie-Claude Francoeur, Catherine Richard
Production coordinator: Laury Lefebvre
Broadcast production: Marie-Claude Francoeur, Catherine Richard
Print and digital production: Colette Dumay, Maxime Bluteau
Production
Production house: Telescope
Director: Émile Lavoie
Producer: Camille Mongeau
Executive producer: Alexandre Auray
Production director: Philomène Sennechael
DOP: Gabriel Brault Tardif
Art director: Louisa Schabas
Director: Émile Lavoie
Producer: Camille Mongeau
Executive producer: Alexandre Auray
Production director: Philomène Sennechael
DOP: Gabriel Brault Tardif
Art director: Louisa Schabas
Stylist: Guillaume Laflamme
Editing: Septième – Jérémie T. Fournier)
Music / post-production: Cult Studio
Creative sound directors: François Bélanger
Creative sound producer: Tanguy Meunier
Composer: Pomegranate – Théo Porcet, Josh McLeod, Jean-Philippe Charest
Sound engineer: François Bélanger
Media
Media agency: Cossette Media
Planning and activation: Laurence Laperrière, Maude Larue, Béa Beaini
Public relations: Middle Child – Axelle Techer