What if the rough and tumble of kids’ everyday lives was the best quality test of all for their clothes ?
8:00 AM, the alarm rings, and we’re off! We embark on the supercharged day of a little boy and his favourite sailor stripe sweatshirt.
Splashes of jam, mud, paint… not to mention scratches and an iron burn… the sweatshirt is put to the test during its owner’s frenzied day. Swinging vine for little Tarzans, hair towel, fruit basket and goalie… the sweatshirt withstands the shock of the boy’s unbridled energy and imagination.
The moment it comes out of a well-deserved spa session in the washing machine, it’s ready for another go: suctioned up, stretched out, torn apart and even chewed, the sweatshirt wraps up its crazy day tossed on the back of a chair. The battery is finally out of juice: ppppfffwwwwuuuu, at last it can breathe easy, until tomorrow.
The video by BETC for Clothes brand Petit Bateau, takes us along on 30 “torture tests”, a technical challenge in 76 frames using five different cameras in sync with the movement of the sweatshirt and of the little boy. We experience both points of view, so much so that we no longer really know who is the true hero, the boy or his sweatshirt!
Client: Petit Bateau
Chief Creative Officer: Rémi Babinet
Creative Director: Damien Bellon
Art Directors: Damien Bellon, Juri Zaech
Digital Art Director: Albert Yvert
Copywriters: Samuel Moore, Juri Zaech
Director: Luis Cervero