Barbie film highlights the power of play

Mattel has launched a film designed to demonstrate the power of play among young girls in the region.

A film created by BBDO Hong Kong shows how girls from countries including Australia and China are inspired by playing with Barbie.

The video is to run across the region on social and video platforms including Facebook, WeChat, YouTube and Weibo.

“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.

“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 mums while communicating the values of our brand.”

BBDO’s ‘Imagine the Possibilities’ film, which has been viewed more than 23m times on YouTube, showed how young girls can confidently step into professional roles.


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