For the Real Serious Kids Only
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.