When you think about it, a cupcake is just a tiny cup-size cake, but for decades, it was thought of as just a treat for children. Serving cupcakes at a wedding or formal reception, say, would be viewed as gauche. In the 21st century, however, cupcakes have come of age. They come in “mature” flavors like chai latte and cost about what a small cake would. Public perception of cupcakes is changing, and Petits Gateaux, a cupcake boutique in Canada, is repositioning cupcakes as an elegant, sophisticated dessert suitable for grand occasions. Montreal-based creative agency Pheromone developed this print ad campaign for Petits Gateaux, pairing cupcakes with romantic and celebratory moments.