Barbie Imagine The Possibilities
Mattel has released “Imagine the Possibilities,” an online film targeted at parents. The film makes use of hidden cameras to capture people’s reactions as girls play out situations they imagine in real life, such as being a college lecturer, a veterinarian, a soccer coach, a businesswoman and a museum guide. In the end, we see these situations being played out with their Barbie dolls, reminding people how play with Barbie helps inspire imagination and confidence. Released in the same week as the UN International Day of the Girl Child, the film returns the Barbie brand to its roots and celebrates young girls’ journeys of self-discovery. The year-long campaign, online at barbie.com/en-us/promotions/youcanbeanything, will include social media, additional videos and regional efforts.
The video was unscripted and the careers were chosen according to what the budding actresses told the casting team they wanted to be when they grew up, according to Matt Miller, executive creative director at BBDO.
“This generation of moms has been bombarded with images with Barbie, but don’t know why Barbie was created in the first place,” said Evelyn Mazzocco, senior vp and global brand general manager, Mattel. “We had this creative a-ha moment when we found a quote by Ruth Handler, Barbie’s creator, saying that she created Barbie to show girls that they had choices.”
The Barbie Imagine The Possibilities campaign was developed at BBDO San Francisco by chief creative officer worldwide David Lubars, executive creative directors Matt Miller and Steve Rutter, senior copywriter Adam Balogh, senior art director Jason Moussalli, executive producer Patti Bott, senior producer Lisa Christman, business affairs director Danielle Ivicic, managing director Marc Burns, senior account director Kim Fredkin, account manager Nicole Dongara, account supervisor Nicholas Roth, director of business development Crystal Rix, senior planner Alaina Crystal.