Challenge: Following 2018’s TV Spot “#CloseTheDreamGap,” our task was to relaunch #CloseTheDreamGap through social media and experiential.
Problem: Barbie wants to be a key player in the cultural conversation of girl empowerment. But in this age of increased corporate social responsibility, they are playing it safe for a brand with such a big platform.
Strategy: Before we can close the gap between girls and their full potential, we need to close the gap between Barbie and girl empowerment by bringing Barbie closer to the everyday modern girl.
Copywriter: David Sanchez, Art Director: Jessica Maria Mendez, Media Planner: Emily Kolsky, Strategist: Dominique Davis-Hart, Production: Ben Zuckerman, Account Management: Samantha Ahn