For the Real Se­ri­ous Kids Only

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Cannes Lions has launched an un­usual cam­paign to pro­mote the 2016 In­ter­na­tional Fes­ti­val of Cre­ativ­ity. De­vel­oped in-house, 'Thank You Cre­ativ­ity' is in­tended as a love let­ter to imag­i­na­tion and craft, and a re­minder of their pur­pose and power.

“We make the case for cre­ativ­ity be­cause we know that it's a force for busi­ness, for change and for good. But we can do more,” says Lions Fes­ti­vals CEO, “It’s our mis­sion not just to cham­pion cre­ativ­ity, but to re­mind peo­ple of its magic and join us in be­ing grate­ful for the dif­fer­ence it makes.”

The in­te­grated cam­paign fea­tures mul­ti­ple print ex­e­cu­tions and a se­ries of short films.

The print work, to be rolled out across in­dus­try me­dia, fea­tures a cross-sec­tion of com­mu­ni­ca­tions pro­fes­sion­als who were

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.

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.” asked to sum up why they’re thank­ful to cre­ativ­ity. Their words are cou­pled with pared-back black and white portraiture, de­signed to let the heart­felt (and some­times hu­mor­ous) re­sponses shine through. Also, the three-part film se­ries, ex­plores the cre­ative jour­ney; trac­ing the in­flu­ences and sources of in­spi­ra­tion that put peo­ple on a cre­ative path, and re­mind­ing us to keep fol­low­ing it.

Cannes Lions is also sup­port­ing the cam­paign with its own “thank you” to cre­ativ­ity, via a new, ded­i­cated site where in­spi­ra­tional sem­i­nars and award-win­ning case stud­ies are freely avail­able to the pub­lic for the first time. thanky­ou­cre­ativ­ity.com is to be a per­ma­nent re­source, built to help en­cour­age and en­able cre­ativ­ity out­side of the an­nual Fes­ti­val week.

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