All icons start out as a kid with a dream. OshKosh B’gosh’s new back-to-school campaign, Today is Someday, celebrates that premise with three new inspiring ads. And one of them features Mariah Carey’s daughter, Monroe, in her first-ever brand campaign!
Carey is one of the trailblazers highlighted as children, along with Muhammed Ali and Outkast. The ads celebrate the kids’ determination and honor the real-life stars’ childhood experiences. Ali’s ad features the red bike that was stolen and launched him into a boxing career, Outkast’s ad was scripted in partnership with Andre 3000 and Big Boi and Carey’s ad has the most personal touch with her own daughter appearing. Watch to see how it turned out!
“As a little girl, I was determined to realize my dreams. Now as a mother, it brings me so much joy to see my children visualize and develop the dreams they hold in their own hearts. We did the campaign because we love the message of empowering kids to dream boldly and blaze their own path,” Mariah Carey said.
The campaign officially kicks off on July 23 but you can watch all three spots now on YouTube. They were crafted with the brand’s new creative agency Majority, founded in part by Shaquille O’Neal! Keep an eye out for the launch of the fall collection which promises “timeless and trend-forward styles” along with a new brand identity.
Featured image courtesy of Carter’s Inc.