When approaching a campaign to launch the series DC Super Hero Girls, Warner Bros. and LA-based ad agency The Woo decided to flip an old superhero paradigm on its head. They discovered girls didn’t aspire to become like their favorite superheroes, the characters are beloved for qualities girls saw in themselves. Strength, kindness, intelligence – these were the powers that united and inspired. Enter “She’s Like Me.” "DC Super Hero Girls" is a popular animated franchise that first found a devoted audience as a web-series and has recently been rebooted as an animated show on Cartoon Network. Featuring Wonder Woman, Batgirl, Bumblebee, Supergirl, Green Lantern, and Zatanna — not to mention other popular characters from the DC universe — these teenaged supers have to balance their lives as crime-fighters and as normal high-school students trying to figure out their place in the world. In the spirit of the series and based on ample research about its viewers, The Woo and Warner Bros. crafted a campaign built upon a deep belief in empowering young girls and their families through entertaining, positive content. Featuring the photography of Josh Rossi (who rose to fame after photos of his young daughter dressed as Wonder Woman went viral), and three videos of young girls heroically facing everyday situations, they created moments that would appeal to both kids and their parents. And appeal they did – with the spots quickly achieving millions of views.
Client: Warner Bros. | Vice President, Worldwide Franchise Management and Marketing: Kevin Morris; Director Franchise Management & Marketing: Ami Sandhu; Manager, Worldwide Franchise Management & Marketing: Adam Bodenstein | Agency: The Woo | ECD: Valerie Moizel, ACD/AD: Brock Pisciotta, ACD/CW: Amanda Wallace, Executive Producer: Lorna Paul, Production Manager: Sean Prange, SVP, Managing Director: John Gibson, Account Director: Erika Rosenwinkel, Account Supervisor: Sabrina Potter, Head of Strategy: Andrew Cagan, Director: Maya Albanese, Director of Photography: Laura Merians, Production Designer: Melisa Myers | Music By: Peligro Music & Marmoset Music | Editorial: Cosmo Street Editor: Julie Kravitz Gannon; Animation Director: Mac Whiting | Composite & Color: Baked Studios | Audio: 740 Sound
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More