Turning the Table on Annik Tremblay-Meunier

Annik Tremblay-Meunier is an award-winning associate creative director with 15 years in the advertising industry. She joined Cossette in 2018, after a decade at Sid Lee, and since then, she has been a driving force behind ground-breaking campaigns for brands such as Uber, the Montreal Children’s Foundation, Breakfast Club of Canada, BRP, Loto-Québec and Intact Insurance. Annik shares her favourite recent project, "Joyeux Tannant d'Avril" (Happy April's Brat).

This campaign, created for the Montreal Children's Hospital Foundation, resonated deeply with everyone involved.
In Quebec, April Fools' Day has a unique tradition called "Poisson d'Avril" (April's Fish), where children stick paper fish on people's backs. This playful custom aligned perfectly with our ongoing motto: "Long Live Little Brats"—because a healthy child is a mischievous child.

We amplified the fish tradition through a 24-hour media takeover on April 1st, placing our signature fish stickers across billboards, bus stops, and digital platforms, hijacking actual ads with our own media spin on the kids' prank. Through strategic partnerships, we transformed a modest $26,000 media budget into 20 million impressions in a single day.
Everyone—from clients and media partners to unsuspecting Montrealers—embraced the spirit of "Tannant d'Avril," firmly connecting this day of childhood mischief with the Children's Hospital.

Congratulations on this playful successful campaign!