Integrated Campaign
For young girls, Barbie allows them to imagine themselves as an astronaut to a mermaid princess. They can explore different personalities, careers and imagine a completely different worlds and all the possibilities. However, only 3 out of 10 mothers believe in the power of play.
THE CHALLENGE
Globally, Barbie is the iconic global brand that has inspired the imagination of generations of girls for over 55 years. However, in Asia where 7 in 10 parents don’t believe in the developmental benefits of imaginative play, Barbie found herself in a shrinking doll category.
Without the strong brand heritage in Asia, Barbie will never reach an iconic status in the region without first creating work that proves it’s relevance in the context of Asian parenting.
THE IDEA
From observing how girls play, we realized that they are more creative storytellers than adults when they play with Barbie.
Instead of scripted video, we created an experiment where we asked several girls to tell us a story. First empty handed and later letting them play with Barbie.
Through the transformation of their creative thinking, we showed moms the power of play through their own imagination and development.
THE RESULTS