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.

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!

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...