A Campaign for Petite Maman Redefines Baby Clothes as Prisoners
Alexander Lam — June 12, 2013 — Marketing
References: ibelieveinadv
A series of ads for non-profit organization Petite Maman feature baby clothes turned into prisoners. The ads show old clothes locked up in their storage-themed prisons as they wait to be released. Along with the image of incarcerated baby clothes is the tagline "Give them a second chance." The ad then implores viewers to "Give your baby's old clothes to mums who need them."
The depressing print ads were developed by French ad agency Publicis Conseil. Each of the ads were made to target mothers in the Ile-de-France region of France. The shocking images of incarceration were chosen to give mothers with old clothes a push. Petite Maman works to collect and redistribute second hand children's clothes in that France to mothers in lower income brackets.
The depressing print ads were developed by French ad agency Publicis Conseil. Each of the ads were made to target mothers in the Ile-de-France region of France. The shocking images of incarceration were chosen to give mothers with old clothes a push. Petite Maman works to collect and redistribute second hand children's clothes in that France to mothers in lower income brackets.
Trend Themes
1. Reimagined Baby Clothes - The use of prisoner-themed ads redefines baby clothes as a symbol of redemption and second chances.
2. Societal Impact Advertising - Ads that shed light on social issues like incarceration create an emotional connection and prompt action.
3. Collaborative Redistribution - Organizations like Petite Maman work to collect and redistribute second-hand children's clothes to support mothers in lower income brackets.
Industry Implications
1. Fashion and Apparel - The fashion industry can explore innovative ways to repurpose and reimagine old clothes, paving the way for sustainable practices.
2. Non-profit and Social Services - Non-profit organizations can find new ways to address societal issues like poverty through targeted campaigns and collaborative distribution networks.
3. Advertising and Marketing - Creative agencies can leverage impactful storytelling techniques and thought-provoking imagery to tackle social issues and inspire change.
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