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True Representation

basics
Industry: Toys & Games
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
Almost 60 years after her debut, Barbie is still a bona fide global icon and a source of inspiration and imagination to millions of girls globally. As a reflection of culture, she evolves and grows with the times, always staying true to her girl-empowerment core. Barbie allows girls to live out, and play out, their dreams. In 2015, Barbie launched the Shero program with the mission to honor women who inspire girls with their personal stories. Embodying the brand’s empowerment message, all Sheroes have broken boundaries, challenged gender norms and proven girls can be anything they want to be—just like Barbie.
Strategy
To elevate this dynamic Shero, we sought a partner that shared our commitment to female empowerment and representation. Glamour was the right choice. For 27 years, the magazine has honored over 445 trailblazers from around the world at its annual Women of the Year (WOTY) awards. The brand recognizes “Extraordinary and Inspirational” women from entertainment, business, sports, science, education and politics. Glamour’s marquee event, the WOTY Live Summit, provides a platform for powerful women to speak with truth, power and humor about important issues. The annual event reaches 400 influential young women and is livestreamed for a global audience. We knew the event’s lineup of impressive speakers including Vice President Joe Biden, Ashley Graham, Chelsea Clinton, and Laverne Cox would amplify Muhammad’s unique story and accomplishments. The team used the Glamour event as its launch moment, and pre-planned media interviews with Muhammed to be published following the awards ceremony.
Relevancy
Today consumers expect brands to stand their ground on cultural issues and beliefs. And Barbie’s belief has always been to inspire girls to pursue their dreams. But true inspiration requires true representation. So we launched a Barbie to honor Ibtihaj Muhammad. A Muslim. And Olympic athlete who embraced what made her stand out. The one-of-a-kind doll was a clear statement in a year of division and hatred. A statement that generated over 600 stories and more than 1.6 billion impressions in the U.S. Another 1 billion impressions in the Middle East. Earning attention for Barbie’s belief. And for true representation.
Outcome
• 600+ stories and 1.62 billion+ impressions in the U.S. • 1 billion+ impressions in the Middle East • Media coverage was overwhelming positive • 86% mentioned Barbie’s Sheroes program and 63% included diversity messages • During launch week, we generated more than 90K social impressions • Notable celebrities praised Barbie for its decision to honor Muhammad: Chelsea Clinton, Kerry Washington, Ellen DeGeneres, Miley Cyrus, Jessica Chastain and more. • Included in “2017 Best of” lists by the Washington Post and Cosmopolitan • Oxford Dictionaries added “Shero” to its definitions • Most importantly, Mattel will be mass-producing its one-of-a-kind Ibtihaj Muhammad doll in 2018
Execution
We enlisted Muhammad to play an integral role in the design of her Shero. Together with the Mattel Design Center she customized the doll’s athletic build, attire/equipment and even her signature “cat eye” makeup. On November 13, 2017, Muhammad attended the WOTY Summit to be honored as a Shero and presented with her one-of-a-kind doll by past Shero recipient, Ashley Graham, model and activist. The two trailblazing women shared an inspiring on-stage moment. The Glamour sponsorship/Summit fueled massive media coverage. Glamour.com published an exclusive article with special behind-the-scenes video content chronicling Muhammad’s visit to the Mattel Design Center and the creation of her Barbie. Next, pre-planned/embargoed stories featuring interviews with Muhammad appeared in the Associated Press, Billboard, ESPNW, HuffPost, The New Yorker, SHAPE and PEOPLE. The team then conducted broad outreach to key media verticals (e.g., lifestyle/sports/trade/etc.) and leveraged assets from Glamour and the Summit.
CampaignDescription
Barbie identified a new Shero, Ibtihaj Muhammad, because she embraced what made her stand out. Selecting Muhammad was a purposeful decision to further the cultural conversation around beauty and what it looks like in this modern world. As the first American Olympian to compete while wearing a hijab, Muhammad is an inspiration for countless little girls who never saw themselves represented in sports and culture. One of TIME’s 100 Most Influential People of 2016, Muhammad is also an author, designer and entrepreneur. She recently launched Louella, a vibrant yet conservative clothing line. Mattel’s decision to honor Muhammad with a one-of-a-kind Barbie meant creating its first doll in 58 years to wear a hijab—another ground-breaking milestone—as it continues to evolve the diversity of its line to be even more reflective of the changing face of beauty.
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Agency:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Use of Celebrity, Influencers & Key Opinion Leaders
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