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

Please login with linkedin to comment

8Com barramundi Matt Rowley Skittles

Latest News

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]

Aimee Buchanan Lands GroupM CEO Job
  • Media

Aimee Buchanan Lands GroupM CEO Job

Aimee Buchanan quits OMD to take up GroupM CEO role. Leaving gift ideas include mounted moose head & ALDI traffic cones.