the challenge

Although an early pioneer in the kids' clothing category, The Children's Place was losing its lead with today's generation of kids. They have always been a brand that gives kids the space to express themselves, but they needed to reintroduce and reinforce that position. Parents are increasingly willing to allow their children to express themselves, and with that comes the freedom for kids to make their own choices – with limits, of course. To redefine the brand's image and earn a place in the consideration set for both parents and their kids, we aimed to create a world where kids have a say, and parents feel confident giving it to them.

the solution

For this year's back-to-school campaign, we launched "It's a Yes Day," a campaign designed to get to the heart of what the brand has always stood for: kids' individuality and self-expression. It celebrates the joy of self-expression and the confidence kids gain when they have the freedom to be themselves – playfully, vibrantly, and unapologetically. And all it takes is a "yes."

By giving kids the ability to choose their own style, parents are reminded of the positive impact that freedom has on their kids' confidence and excitement as they head into the new school year. The campaign reinforces The Children's Place as the ultimate destination that makes it joyful and easy for parents to get their kids ready for school.