Challenge

Petit Bateau has been making clothes recognised for their quality and long-wear for more than a century. This year the brand is strengthening its undertakings in terms of sustainability and wants to let everyone know.

Idea

#MéliMesMots

A spontaneous campaign that shows the collections’ quality.

Many brands are taking a line on the sustainability angle, the subject already being highly pre-empted in communication. So what if for once it’s not the brand that directly promotes its products?

We recommended children’s codes be used to talk about CSR. The digital campaign name #MéliMesMots (MixMyWords) picks up the offbeat expressions that come out of children’s mouths sometimes with a fun and kind tone.

They enable the brand’s undertakings to be introduced. Each post published explains how the clothes are tried and tested by their teams in real life conditions.