The Emmapi Campaign Embraces Children's Playfulness

 - Jan 8, 2013
References: emmapi & ibelieveinadv
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.