If you’re a parent—or have a kid in your life—you know that stuff happens to stuff. And when it does, kids always have a creative explanation for how it happened.

That simple insight inspired this campaign for the Fire Kids Edition Tablet. Each ad features a kid’s drawing of how they imagine a Fire tablet could break.

All the drawings in this campaign were created by the children of our team members—I asked them to draw how a Fire tablet could break.