This advertising campaign is for Petit Bateau, a clothing line from France. The stunning images are beautiful and inviting to look at on their own, but whne you add the tagline “pour toujours” (forever), and the piece de resistance of using months instead of years to describe the age of each person, it adds a certain charm and touch of humour. These ads are award winning in my eyes.

I think next time someone asks me for my age, I will respond 360 months. By the way, that’s not my real age.

The ad campaign was created by advertising agency BETC EURO RSCG, Paris, France with art direction by Florence Belisson.

The copywriting is by Véronique De Surmont, and the stunning images were taken by Benni Valsson.