Petits-Yeux | Omar Castillo Santiago

Title: Petits-Yeux
Date: 2011
Material: ink on paper
Work Type: fictional character.
Client: Young Entrepreneur summer camp

Petits-yeux is a curious character that’s “all eyes” (instead of being “all ears”). He loves everything that’s visual, like brands, advertising, photography, etc. It was created for a children’s marketing workshop in “Young Entrepreneur” summer camp.

Character’s expressions sheet

Petits-Yeux getting out of the box

When you have an idea you need to run to write it down as soon as possible.

What is a brand? A brand is a way to leave your mark on this world.

If you want people to know who you are, you need to cry: Hey, look at me!

Think in advertising as a way to seduce your clients.

What does it means copyright? It means to protect your ideas.

Thank you.

An unusual client leads to an unusual solution

In 2011, I was invited to participate in a summer camp named “Young Entrepreneurial”. This was a summer camp for children between 7 and 14 years. The goal of the summer camp was to instill in the children an entrepreneurial mindset through playful activities.

In the space of a month the children formed teams, each team proposed a product idea to be developed during the camp and at the end of the camp, they sold their products in a showroom.

Summer camp showroom

A new marketing approach

For this summer camp I was in charge of the marketing workshop, where I taught children how to create their own brand and advertising. To explain marketing concepts in a simple way I created Petits-yeux (“small eyes” in French). Interacting with Petits-Yeux was a lot funnier than just explaining abstract concepts used in marketing like “getting out of the box”. The result was so successful that I was invited to repeat the workshop three years in a row.

Summary