Naître et grandir

Parents gonflables

Agency: Cossette


The ad targets new parents and marks a change in tone for the brand, which wants to position itself as the go-to reference on the challenges of parenting.

“There’s more pressure than ever on parents these days. Who has the best approach to education? Who makes the most balanced meals? Who’s the most eco-friendly? This subtle and insidious competition—exacerbated by social media and a society focused on achievement—feeds into parental guilt and poses a risk to their mental health. We wanted to ease the pressure felt by parents, who are often faced with unrealistic expectations. The fact that other parents have styles, values and beliefs that differ from our own doesn’t mean they’re less competent,” said Laëtitia Parriaux, Campaign Manager at Naître et grandir.
With this in mind, Cossette developed a campaign in collaboration with Nova Film illustrating the absurdity of competitive parenting by exaggerating the game of one-upmanship. Appearing on television and online, the lighthearted and engaging spot uses the same caring tone that’s long been rooted in the brand’s DNA.

“Having a strong insight anchored in today’s reality was essential to ensuring the concept resonated with parents. The overstated one-upmanship drives the message home without singling out a particular type of parent—so all parents recognize themselves and their loved ones,” explained Richard Rochette-Villeneuve, Creative Director at Cossette.

The main subjects of discussion are breastfeeding, eating habits, screen time, positive parenting, and bedtime routines—hotly debated topics that generate a tremendous amount of social media content. The message ends with “Parenting isn’t a competition,” Naître et grandir’s way of encouraging parents and future parents to trust their own instincts and to turn to reliable, non-judgmental content and information for support as needed.

This professional campaign titled 'Parents gonflables' was published on February 06, 2023. It was created for the brand: Naître et grandir, by ad agency: Cossette. This Film medium campaign contains 1 media asset. It was submitted 8 months ago by Daphné Cousineau of Cossette.


Advertiser: Naître et grandir (Fondation Lucie et André Chagnon)
Clients: Laëtitia Parriaux, Geneviève Doray
Agency: Cossette
Creative: Richard Rochette-Villeneuve, Zoé Forest Paradis, Jasmin Brochu, Éric Charron
Strategy: Rémi Charpentier
Product: Pierre-Antoine Lavoie, Katharina Gaudreau
Production agency: Septième – Joannie Roy
Digital production: Mario Lévesque
Graphics and retouching: Josée Lévesque, Daniel Cartier
Animation: Annie Turcotte
Media agency: Cossette Media
Media planning: Amélie Lemieux
Production house: Nova Film
Director: Pierre Dalpé
Sound studio: Circonflex

Adobe Photoshop


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