For the Real Serious Kids Only
Posted on March 03, 2016

In a new campaign imagined by BETC Paris, Petit Bateau brand has injected once again a great dose of fun, betting high on kids’ creativity and energy.

In these colourful visuals, kids are the heroes of their own stories via masks taken out straight from their imagination. 

An interstellar rocket, a beacon monkey,  a weirdo dragonfly, a rabbit, a pirate and other hybrid creatures, based on cardboard masks, take life under the lens of renowned duo photographers René and Radka.

The campaign’s tagline reads “Pour les enfants, les vrais” for the French market and “For Serious Kids” for the global one. This signature was already installed last fall with the successful film titled “The Mini Factory”, a spot  created after years of communication based solely on prints and which shows just to what extent Petit Bateau makes clothes adapted to the creative and dynamic lives of kids. The film got viewed over 25 million times on YouTube.

Rolled out this February via outdoor and press, in six eye-candy visuals, this new campaign pays homage to what made the brand’s success: the quality of its products, combined with a strong knowledge and affection for children and their personalities: creative, free and full of energy.

Rémi Babinet, President and Executive Creative Director, BETC, says: “The ways brands tend to represent kids are often very uniform: either they’re portrayed as fashion victims or as too “perfect” and well behaved. Petit Bateau knows that the kids that parents dream of are in reality far from perfect: it’s kids who let their imagination run free, who break the rules and shape themselves beyond norms.”