Monroe Cannon Paints Mum Mariah Carey in Black Icon OshKosh B’gosh’s Back to School Salute
What does the world look like for our pioneers of tomorrow? To find out, OshKosh B’gosh thinks we can all benefit from a look back at the origin of some of our icons. Tuesday, a new inspiring campaign for the start of the school year, Today is a day was unveiled by beloved baby and children’s clothing brand, paying homage to pop cultural phenomena Mariah Carey, Muhammad Ali and Outkast.
By a press release provided to The root:
The campaign reflects a bold new direction for the 125-plus-year-old brand, introducing a modern and forward-thinking approach just in time for the 2021 back-to-school shopping season. With this brand campaign, OshKosh B’gosh is unveiling a back-to-school assortment that showcases both timeless and avant-garde styles as well as a bold new brand identity. With Today is a day, OshKosh B’gosh spotlights notable pioneers as children in a series of powerful vignettes celebrating their confidence and determination … Viewers will hear inspiring inner monologues from Ali, Carey and Outkast as children , dressed in OshKosh B’gosh, encouraging the next generation to boldly dream of who they will someday become.
“This campaign represents a new approach for OshKosh B’gosh, a campaign that connects the past to the present and champions the dreams, courage and determination of children,” said Jeff Jenkins, executive vice president of global marketing. “OshKosh has been a childhood staple for generations. As we look to the future, we want to celebrate these inspiring trailblazers by nodding to who they were before they were icons, with the aim of encouraging children around the world to dream big as they grow up. ‘they go back to school.
The campaign also benefited from the participation of its famous award winners and their families, including André 3000 and Big Boi, who helped write the Outkast spot, which “nods to the duo’s Atlanta debut in referring to their history together, ”the statement said. .
“It was fun to be a part of this campaign, for a brand that was part of our childhood,” the successful duo said in a statement.
Ali’s announcement refers to the beloved red bicycle that was stolen from the boxing legend in his childhood; an incident that supposedly inspired him to enter the ring.
“Muhammad used to say, ‘don’t count the days, make the days count,” said Lonnie Ali, widow of Muhammad Ali. “This is how he lived his life, and this is the message at the heart of this campaign that we want to pass on to the next generation of children who dare to dream big.
The whole campaign is adorable, but one of her young models has a very special connection to the icon she plays: Mariah Carey and Nick Cannon’s daughter, Monroe Cannon, plays her famous mum in her very first campaign of Mark. “Cannon emerges as his mother at the age of 10, paying homage to Carey’s childhood, songwriting, and profound impact and influence on generations of young dreamers,” the statement read. mark, noting that Carey’s spot refers to his successful memoir, The meaning of Mariah Carey, as well as his famous singles.
“As a little girl, I was determined to make my dreams come true,” Mariah told the brand. “Now, as a mother, it brings me so much joy to see my children visualize and develop the dreams they have in their hearts. We ran the campaign because we love the message of empowering children to dream boldly and forge their own path. “
Part of the Children’s Powerhouse and parent company Carter’s, Inc., the new OshKosh B’gosh Today is a day The campaign will officially kick off on Friday, July 23, with spots on digital, social and traditional media. These include the first creative retail work between OshKosh B’gosh and his new creative agency, the Atlanta-based agency Majority, co-founded earlier this year by CPB, Momentum veterinarian Omid Farhang and Shaquille O ‘Neal.