Mattel Asia advocates the power of playtime with Barbie via new work from BBDO Hong Kong

BBDO Hong Kong has launched the “The Power of Play with Barbie” campaign for Mattel Asia, highlighting how imaginative play is important to a child’s development. The 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 to E-Commerce.

VIEW THE CONCEPT

Frankie Luk, Creative Director, 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. “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

Production Company: Deluxe Productions