The fall 2005 back-to-school campaign for The Children's Place features, appropriately enough, mock school portraits. These kids may have those jaw-locked smiles down pat just like in real school portraits, but they sure are snappily attired. The print/outdoor campaign "is the perfect way to get that playful, back-to-school image across while also showing off lots of cool outfits," says Mother CD Paul Malmstrom. "We chose interesting looking kids with memorable personalities and shot them against a 'nature background' to go along with the 'nature' theme that The Children's Place features in its stores." As with Mother's earlier campaign for TCP, "there are never adults featured in any of the advertising, to reinforce the fact that this store truly is the children