OskKosh Campaign Honors New York and America

NEW YORK – Children’s apparel company OshKosh B’Gosh is set to break its national “What the future wears” campaign, which will include two New York-specific ads that reflect on the events of Sept. 11.

One ad, which will go up next month on a billboard in Times Square and appear through the holiday season, is written in a child’s handwriting and reads, “Thank You, New York. Every child needs a hero.”

The second ad shows a young boy holding a crayon, standing before an American flag and wearing a pair of OshKosh B’Gosh overalls. The tag beneath him, also written in a child’s handwriting, reads: “Land that I love.” The ad will appear in November issues of People and The New York Times Sunday magazine and on bus shelters throughout New York City.

Laughlin/Constable, Milwaukee, is the agency of record for the Oshkosh, Wisconsin-based company. Media spending was not revealed; Oshkosh spent $3.5 million in 2000 and about $800,000 in the first seven months of 2001, according to CMR.