The Emmapi campaign addresses the fact that many kid clothing lines tend towards posed advertisements that force children to look and act more like adults. As a result, these children are often viewed as sexualized among other things. Going against this mainstream approach, the Emmapi campaign embraces children's vivaciousness by capturing them on the move.
Conceived and executed by Milan-based ad agency Tita, the Emmapi campaign shows that this company truly understands what it is to be a kid and, therefore, what kids need to be themselves. Comfortable, casual and still very stylish, the clothing showcased is perfect to be played in.
The Emmapi campaign was art directed by Annamaria Santoro and shot by photographer Piero Martinello.
Key Themes Behind This Trend
- Unposed Kid Clothing Ads
- Disruptive innovation opportunity: Embrace the playfulness of children in advertising by showcasing them on the move instead of forcing them to pose like adults.
- Vivacious Kid Fashion
- Disruptive innovation opportunity: Design comfortable and casual clothing that allows children to be themselves while still being stylish.
- Empowering Children's Identity
- Disruptive innovation opportunity: Create ad campaigns that celebrate the individuality and vivaciousness of children, moving away from sexualized stereotypes.
Where This Applies
- Advertising
- Disruptive innovation opportunity: reframe traditional approaches to kid clothing ads by embracing children's playfulness and individuality.
- Fashion
- Disruptive innovation opportunity: redefine kid fashion by designing comfortable and casual clothing that allows kids to express themselves authentically.
- Photography
- Disruptive innovation opportunity: explore new ways to capture the essence of children's playfulness and vivaciousness in advertising campaigns.
