BARBIE
THE FUTURE OF PINK IS GREEN
Capabilities:
Barbie’s no stranger to championing the things that matter.
She is the most diverse doll line on the market and has held over 200 careers - including judge and astrophysicist. And that’s just the dolls. Out in the world, Barbie leads research and global initiatives to empower young girls.
With the environment top of mind for fans of all ages, it was time for Barbie’s next makeover.
Here’s how we added a colour to the world’s most famous doll brand.
Sustainability – it’s the biggest next issue of all. Enter Barbie Loves the Ocean, the first fashion doll collection made from 90% recycled ocean-bound plastic.
We needed to make some waves about Barbie’s sustainable makeover.
Instead of formal corporate announcements, we created a stop-motion brand campaign that put Barbie's actions towards a more sustainable future front and center.
We knew that in the world’s imagination, Barbie owns pink.
And we wanted something big to signal the queen of pink’s commitment to a greener future.
The answer was staring us right in the face: pink and green.
We created ‘The Future of Pink is Green’, an educational stop-motion brand campaign in which plastic cartons become dolls that reveals the new doll line.
27% higher CTR than Toy category benchmarks.
Statistically significant lift across all brand study questions (Facebook and Instagram).
Strong PR support with global reach including People, CNN, The Drum, Ad Age, and Business Insider.