BETC Paris, Petit Bateau Invite You to Tour ‘The Mini Factory’

By Erik Oster 

BETC Paris launched a new international campaign for kids clothing brand Petit Bateau with the 60-second spot, “The Mini Factory.”

The spot, the first international brand effort from Petit Bateau since 2010, opens with a dog entering the factory through a doggie door. Viewers are then treated to a fun, colorful Rube Goldberg machine leading to the making, testing and packaging of Petit Bateau’s clothes. Some of the imaginative procedures used to test the clothes include a boxing- glove-drum beating up a tank top, a toy train knocking over chocolate onto a white t-shirt and a cupcake cannon. It’s a fun, colorful approach, ending with the new tagline “For Serious Kids.” The effort was helmed by American director Patrick Daughters, who has worked on music videos for the likes of the Yeah Yeah Yeahs, Kings of Leon and Bright Eyes. 

“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,” said BETC president and executive creative director Rémi Babinet. “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.”



Director: Patrick Daughters
Agency: BETC Paris
Executive Creative Director: Rémi Babinet
Creative Director: Jasmine Loignon
Creatives: Damien Bellon & Gabrielle Attia
Head of TV: Fabrice Brovelli
Production Company: 75
Director of Photograpy: Keith Roach Stephen
Production company Producer: Yuki Suga
Production company Post-producer: Anne Ségrettin
VFX: MPC Paris
VFX Creative Director: Franck Lambertz
VFX Executive Producer: Quentin H. Martin
VFX Producer: Sophie Lebreton
Bangalore Producer: Deepanjali Singh
VFX team: Paul Briault, Nicolas Bossu, Christophe Duflaut, Eric Lemains, Jaswan Vishnu Prasath, Shalwin Shaiju, Ragesh R, Stalin Balan
Editor: Walter Mauriot
Grading: MPC – Remote Grading
Colourist: Jean-Clément Soret
Colour Grade Producer: Ellora Chowdury