Shilav is the leading Israeli retail chain for baby products and a pioneer in its market. Each year, Shilav launches a new summer collection consisting of several sub-collections, such as ‘denim’, ‘pastels’ and ‘black and white’. With the launch of the 2016 Summer Collection, a new brand language was designed to create a cohesive look across the collection as a whole, while still emphasizing the differences between the sub-collections.

The campaign’s language draws on graphic elements from the collection, to create patterns which symbolize fun and childhood.

shilav summer

These were then used as the backdrop to the children and outfits chosen to lead the campaign, emphasizing the various sub-collections in a relevant and colorful way.