Hello Optimism

October 2020


Carter’s is with parents from the start, and in a new creative spot, Hello Optimism , the brand highlights the emotional juxtaposition between the fear and uncertainty brought on by 2020 with the joy of growing a family. Featuring UGC of babies born in 2020, the creative was inspired by real journeys to parenthood embarked on this year - including the director and others involved who welcomed new babies and experienced this tension firsthand. Emotionally-driven, Carter’s Hello Optimism is meeting parents where they are most, on social, with a powerful message of hope for what is ahead.

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