Petit Bateau — Second Hand Collection
The Brief
Create the concept and write all copy for Petit Bateau's second-hand summer campaign across website, CRM and social media.
The Insight
Second-hand clothing can create hesitation for parents. Rather than reassuring them with quality arguments, the campaign reframed second-hand garments as pieces already filled with stories and adventures.
The Idea
The Summer Adventure, Second Hand.
The campaign adopts the imagined voice of the child, turning each garment into the starting point of a new summer adventure. By shifting the focus from product condition to emotional projection, second-hand becomes a source of character rather than compromise.
My Role
Campaign concept
Creative copywriting
Website copy
Social media assets
CRM copy
key learning
This project taught me that copywriting isn't only about finding the right words. It's about maintaining an emotional state across every touchpoint so that the story carries the user all the way to action.
ENglish versions :
THIS SUMMER, ADVENTURE GOES SECOND-HAND!
Yippee, it's holiday time!
And with it comes a whole new set of adventures.
The beach is basically my giant sandbox, and there's so much to discover! To collect all those shells, I packed my Petit Bateau pre-loved clothes.
Dresses, shorts, T-shirts, hats... I've got everything I need to build sandcastles and head off on new adventures with Petit Bateau second-hand treasures.
YOUR SUMMER ADVENTURE STARTS HERE
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SUMMER ADVENTURES, SECOND-HAND STYLE
This summer, I'm off on an adventure, destination: the beach!
No chance of getting bored. I'll collect beautiful shells, climb giant rocks and watch fish swimming in the water.
And for all that, I've packed my explorer's essentials: binoculars, my net, my compass... and my amazing Petit Bateau second-hand clothes.
Because to live lots of adventures, I wear clothes that have already lived a few themselves.
So come on : let's set sail for summer adventure!