Barbie Australia Proves That Kids Can Be Anything In New Campaign

Barbie Australia Proves That Kids Can Be Anything In New Campaign
SHARE
THIS



This Sunday, Barbie Australia is launching a bold campaign that brings the brand’s widely praised ‘You Can Be Anything’ positioning to life for the Australian audience.

The stars of the campaign are three remarkable Aussie youngsters who prove kids can be anything they want to be –  without having to wait until they’re “grown up”.

Quincy Symonds is an eight-year-old surfing prodigy and champion. Humanitarian Cael Faye single-handedly raised over $10,000 for charity by the time he was eight. And 10-year-old YouTube filmmaker Grace Mulgrew has over 400,000 subscribers. One of her Barbie videos has over 54 million views.

Building on the brand’s biggest change in 57 years – a new range of dolls with different body shapes, skin tones, hairstyles and eye colours – this campaign takes the next step in celebrating diversity and inspiring self-confidence.

Reece Hobbins, The Taboo Group Creative Director, said: “Our challenge was to develop a piece of communications that inspired young kids, but also signaled to parents that Barbie was continuing to evolve what it represents.  So instead of creating a story, we searched Australia for children who were living their own – and asked them to tell us about it in their words”.

Marketing Director at Mattel, Chedney Rogers, explained “When Ruth Handler created the Barbie doll in 1945 she said ‘My whole philosophy of Barbie was that through the doll, the little girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices’. That ideology is more relevant now than ever, and we want Barbie to continue to be a vehicle for creativity, imagination, and greatness, for all kids.”

The campaign will also see Barbie award one lucky kid with a personalised $10,000 experience to give them a serious leg up in achieving what they want to be.

CREDITS
Client: Mattel
Creative Agency: The Taboo Group
Creative Director: Reece Hobbins
Senior Creative/Copywriter: Kiriana Wheaton
Strategy Director: James Mackinnon
Client Services Director: Matilda Hobba
Account Director: Kate Prowse
Production Company: Positive Ape
Director: Lizzie Bailey
Producer: Darren McFarlane
Post Production: Studio Pancho
Sound: Big Ears Audio
Music Composition: Dove Bailey
Mattel Marketing Director: Chedney Rodgers
Mattel Senior Marketing Manager, Girls: Tim Nolan
Mattel Marketing Manager, Girls: Katharine Turner
Mattel Brand Manager, Girls: Elizabeth Kazantzidis
Media Agency: Carat

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]

Fox Sports Launches Alexa Skill
  • Media
  • Technology

Fox Sports Launches Alexa Skill

Australian sports fans can now tune into Fox Sports News live on their Amazon Echo device. From today, Alexa users will be able to add the new Fox Sports Alexa skill to their daily routine by asking “Alexa, play the Fox Sports live stream.” The Fox Sports Skill will deliver sports fans a live stream […]