Barbie

Imagine The Possibilities

Barbie had a bad rap. We needed to change the conversation and remind parents about the fun girls have playing with Barbie, and the benefits that play has on children. This was the ad that relaunched Barbie. It causes a dramatic change in public perception of the plastic doll, and was responsible for sending Mattel stock price soaring. This campaign has been credited as the beginning of Barbie's incredible resurgence that culminated in the movie.

Shiny awards
Cannes Lion Silver — Social Video · Cannes Lion Film Shortlist · Cannes Lion Viral Video Shortlist · Cannes Lion Effectiveness Shortlist · Effie Gold — Carpe Diem Products · Effie Silver — Sports & Entertainment · AGP Awards Grand Prix · AGP Awards Gold · ADC Silver — Branded Content Digital Viral Video · Webby Awards — Online Commercial, People's Choice · Clio Bronze — Film Craft · Clio Film Shortlist · Clio Integrated Shortlist · One Show Film Merit (Online Films & Video; Cinema 90s & Under; TV 60s) · YouTube Award — Ad That Restores Your Faith in Humanity · AICP Gold — Performance/Dialogue · AOC 1st Place — Great Storytelling · Addy Silver — Elements of Copywriting · Epica Bronze — Online & Viral Film · LIA Silver — Direction · British Arrows Finalist — Direction · WARC #10 Most Effective Campaign
Million Views
Sales Increase
Organic Shares
Stock Increase

Barbie Buzz...

Forbes
Mattel Reframes The Barbie Brand In New Campaign Targeting Adults
WARC
How Barbie's 'Imagine The Possibilities' lifted sales and repaired her reputation
ADWEEK
How Barbie's Makeover Brought the Brand Into the 21st Century
Barbie Haters Praise New Mattel Ad
STYLIST
“Imagine the possibilities”: Has Barbie finally found a way to empower a new generation of women?
The Drum
World's best ads ever #61: Mattel Barbie spot thaws Disney's ice-cold grip on Christmas
campaign
Campaign Viral Chart: Barbie tops chart again
BUSTLE
This New Barbie Ad Brings On All The Feels