Carter's Kiddos Are 'More Than Just Cute'

Mischief revs the adorbs

Toddlers are so much “More Than Just Cute.” They’re sick and tired of being judged on their baby faces and cherubic features, dammit!

They want to be appreciated for other stuff. Like spilling food and staring at dogs and playing in the mud.

Yes, such antics are also cute. But here we are, gauging fresh work from Carter’s and Mischief @ No Fixed Address.

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“Our team has worked tirelessly to create items that go beyond cute, because parents and kids need clothes to last through every playdate, home game and road trip,”says brand CMO Jeff Jenkins. “The campaign spotlights just how important long-lasting, comfortable clothing is for everyday life.”

“When every kid-clothing brand wants customers to think their clothes are cute, hanging your brand on the principle that cute isn’t good enough is really exciting to me,” says Mischief ECD Bianca Guimaraes. In real life you need clothes that are cute but also good quality, comfortable, easy to change—clothes that perform.”

She adds: “As a mom of a five-year-old, I have to deal with a lot. No parent has time for kids’ clothes that don’t do these many things at once.”

So, parents feel seen. The kiddos look … cute. And more, I guess. It’s all on point in work breaking now across TV, social, digital, OOH and in-store platforms.

The work represents a somewhat restrained outing for Mischief, in line with the brand’s mission of appealing to a broad Gen-Z audience. Recent work from the hot shop includes high-profile efforts for Tubi (also with babies), Tinder (no babies, but cuteness) and Chili’s (cuteness x adland’s weirdest mascot).

CREDITS

Client:
The William Carter Company
Jeff Jenkins, EVP, Global Marketing
Jenna Bromberg, VP, Brand & Creative Marketing
Johncia Bartley, Senior Director, Consumer Insights
Phillip Berwick-Seals, Sr. Director, Brand Creative
Hayley Rehm, Sr. Brand Manager
Julia Badovinac, Stylist
Lindsay Rider, Sr. Director, Public Relations and Brand Activation

Agency:
Mischief @ No Fixed Address
Greg Hahn, Co-Founder & CCO
Bianca Guimaraes, ECD & Partner
Kevin Mulroy, ECD & Partner
Pete Lefebvre, Creative Director, Copywriter
Ryan Stotts, Creative Director, Art Director
Will Dempster, Head of Production & Partner
Danielle Balanov, Sr. Producer
Elly Lupi, Business Manager
Jeff McCrory, Head of Strategy
Nimisha Jain, EVP, Strategy
Rachelle Avila, Group Communications Planning Director Oliver McAteer, Partner & Head of Development
Kerry McKibbin, President & Partner
Tyler Harris, Managing Director
Kelsey Brown, Account Director
Genesis Vega-Arboleda, Account Executive

Production:
MJZ
Director – Gary Freedman
EP – Alex Fisch
Line Producer – Kirsta Teague PM – Shannon Brand
Stylist – Georgia Groom
Prod Designer – Nuala O’Flynn DP – Guillermo Garza

Post:
Mackcut
Editor: Mike Rizzo
Assistant editor: Evelyn Chat Executive producer: Gina Pagano Producer: Kayla Robinson Finishing/Conform: Jim Hayhow

Color:
Company 3
Colorist: Tim Masick
Color Producer: Alexandra P. Garcia Ortiz
Color Assistants: Stephen Winterhalter, Quinn Wright

Audio:
Another Country
Sound Designer/Mixer: Peter Erazmus Audio Assistant: Lucas Hansa Producer: Josh Hunnicutt
Executive Producer: Louise Rider Managing Director: Tim Konn

Music:
Asche and Spencer