BETC Paris, Paris Follow Update

  • 85-87 rue Du Faubourg Saint Martin Passage du Désir
  • Paris 75010
  • France
  • Phone: (+33) 01 56 41 35 00
  • Fax: (+33) 01 56 41 35 01

Petit Bateau - "Children Bedroom" - BETC Paris

  • Children Bedroom
  • Petit Bateau
  • Petit Bateau
  • BETC Paris
  • France
  • Hide & Seek
Product CategoryChildren's Clothing
MarketItaly
LanguageEnglish
Date of First Broadcast/PublicationMay 15, 2004
Media TypePrint
Awards Cannes Lions International Festival of Creativity, 2005 (Gold Lion Campaign) for Clothing, Footwear & Accessories
Creative Director Rémi Babinet
Art Director Rémy Tricot
Copywriter Olivier Couradjut
Account Director Emilie Roy
Managing Director Muriel Fagnoni
Business Director Marie Lombard
Photographer Kiran Master
Art Buyer Ingrid Janowsky
Advertising Manager Claude Hérail
Advertising Manager Florence Hellier
Advertising Manager Virginie Boudet

Story

Four visuals present different places in which children are hiding, but we notice this only after taking a second look, thanks to a caption that describes in fashion-mag language, what the little rascals are wearing.

Concept

With this campaign, Petit Bateau has again demonstrated its own inventiveness; for the first time, a clothes brand has done away with the representation of the clothes themselves. After the extraordinary and original ‘Fresco’ campaign, BETC Euro RSCG and Petit Bateau have thwarted convention by ‘hiding’ the product!

Problem

The objective of the campaign is to reinforce Petit Bateau’s position as a symbol of childhood. The agency and Petit Bateau thus chose to present consumers with a new vision of children’s games and imagination.
The campaign shoot was entrusted to English photographer Kiran Master, known for his ability to sublimate images by playing on a full colour palette. Known also for his patience with shoots involving children and dogs...