Le Petit Crieur

Adults spend an average of more than 4 hours a day on their screens.
A paradox at a time when, as parents, we struggle to limit the time our children spend on them. This observation inspired the creative idea of Le Petit Crieur, imagined by Jellyfish to support PlayBac Presse in celebrating its 30th anniversary and in particular the 27th anniversary of Le Petit Quotidien, the only daily news publication for children aged 7 to 10.
The agency designed a hybrid campaign combining an offline activation in the streets of Paris with a digital strategy through influencers and paid media, extending the impact of the physical activation.
At the heart of the concept: Le Petit Crieur, a young boy wearing a cap and carrying a satchel, loudly proclaiming newspaper headlines to catch the attention of passersby. Inspired by the early 20th century paperboys, this character creates a subtle anachronism by confronting this traditional image of the press with today’s adults, absorbed in their smartphones.
The objective: to remind parents, at back-to-school time, of the importance of sharing reading moments with their children.

This message resonates through a multi-channel campaign: social media, connected TV, metro posters, OOH and DOOH, amplified by influence french personalities.