Barbie comes in many forms - and this new product line is the fashion proud, fashion obsessed Fashionistas Barbie!
This contest and promotion was part of the larger launch, offering a lucky child a Barbie doll named, and dressed in her style. More or less modeled on their look and to a degree their likeness. The campaign was focused at engaging kids and mums once more with the brand, and with Barbie as a whole. To make the consumer a part of Barbie’s world and clearly accessible.
For the online portion, and subsequent elements, the look was set around a fashion shoot studio environment, scattered with elements from Barbie's wardrobe and wider assets. For example; her David Dixon designed shoes, which are available for purchase in 'Town Shoes' stores across Canada.The creative felt free flowing in creating each of the necessary pages, because sometimes projects are just fun and come easy...this was one of them.
Take a peek and check out how we engaged with girls and mums, in our target age range, with a contest, a push to attend the launch event in Toronto and further in-store events across the country.
Emily Grice
Barbie® Fashionistas Launch, for Mattel® Canada.
