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Only 3 in 10 mothers believe imaginative play is important to a child's development

New Barbie ad showcases power of playtime

BBDO Hong Kong has created and launched “The Power of Play with Barbie” spot for Mattel Asia, emphasising how important imaginative play is to a child’s development. This video is an extension of the Barbie global campaign, ‘You Can Be Anything.’

The campaign video, which highlights the effect of play time on creativity, improvisation and emotional intelligence, is launching in selected countries in Asia across social and video platforms including Facebook, WeChat, YouTube and Weibo. The campaign is also supported by social-by-design content such as snackable video, animated gifs and additional images to drive e-commerce.

Frankie Luk, creative director of BBDO Hong Kong, explained, “We designed and recorded a social experiment to show parents that when a girl plays with Barbie, she imagines all the possibilities of what she can become.”

“Barbie is the only brand that allows girls to imagine anything they can be. With this campaign, we wanted to build an emotional connection with Asian parents by introducing them to the wonderful benefits of imaginative play and storytelling with Barbie to promote confidence and curiosity”, said Andrea Vitali, director, APAC marketing at Mattel Asia. “Building on the global success of the Cannes Lion awarded global spot ‘Imagine the Possibilities’, we worked with BBDO Hong Kong to develop an engaging video that we hope will connect with moms while communicating the values of our brand.”

Credits:

Head of Planning: Owen Smith

Business Director: Michael Bantigue

Creative Director: Frankie Luk

Copywriter: Samuel Cheeseman

Art Director: Nikki Palomaria

Digital Planner: Naomi Lam

Associate Account Director: Jacqueline Yu

Account Manager: Kaylis Cheng

Producers: Jenny Lee, Winnie Kwan

Director: Diana Yee

Production Company: Deluxe Productions

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