This online film, titled Imagine the Possibilities, is targeted at parents and makes use of hidden cameras to capture people’s reactions as girls play out situations they imagine in real life. In the end, we see these situations are being played out by girls with their Barbie dolls, returning the brand to its roots and reminding people how play with Barbie helps inspire imagination and confidence.
The campaign was created by BBDO San Francisco, in conjunction with BBDO New York, and marks the first work since BBDO was awarded the Mattel/Barbie business earlier this year. The film was directed by Karen Cunningham of Slim Pictures.
Credits
Client Mattel/Barbie Agency BBDO San Francisco David Lubbars, chief creative officer, worldwide; Matt Miller, Steve Rutter, executive creative directors; Adam Balogh, sr. copywriter; Jason Moussalli, sr. art director; Patti Bott, executive producer; Lisa Christman, sr. producer; Alaina Crystal, sr. planner. Production Slim Pictures Inc. Karen Cunningham, director; Jeff Cutter, DP; Tom Weissferdt, exec producer; Suzie Greene Tedesco, line producer. Edit/VFX No6 Andrea MacArthur, editor; Crissy de Simone, exec producer; Yole Barrera, post producer; Verdi Sevenhuysen, Flame Artist. Post Company 3 Bob Festa, colorist.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
