This Digital Mall Ad Plays Pictionary With You, and Gives Out Fabulous Prizes

Today, everything’s an ad. Or a game. Sometimes both.

Agency TrojanOne in Toronto created this mall installation in Canada for Mattel’s Pictionary. A display that initially appears to be a poster is actually a video screen. It springs to life with an interactive Pictionary challenge illustrating the tagline, “See what happens when you take the time to play.”

It’s a fun variation on an ambient theme that’s been executed in different ways elsewhere for various products, services and causes. Some of these campaigns have been out of this world, others can seem sinister or invasive, while one heartfelt effort is blowing folks away.

Here, a bright, inclusive mood really resonates, and it’s hard not to be drawn in by the video’s infectious high spirits. In a world where everything, it seems, is an ad or a game, it’s comforting to know that you can win a ginormous teddy bear sometimes.

Via Ads of the World.

CREDITS
Client: Mattel Canada (Pictionary)
Agency: TrojanOne, Toronto
Chief Creative Officer: Graham Lee
Executive Creative Director: Gary Watson
Art Director: Graham Lee
Copywriter: Gaby Makarewicz
Consumer Engagement Team: Imran Choudry, Danielle Minard, Kristyn Turner
Digital/Agency Production Team: Mark Stewart, Garrett Reynolds, Kevin Burke
BA Recruitment: Justin Orfus, Moira MacDonald
Agency Producer: Laurie Maxwell
Production Company: studio m
Executive Producer: Mike Mills
Line Producer: Jonny Pottins
Director: TJ Derry
Cameras: Dave Derry, Jon Staav, Bruce William Harper
Editor: Jesse Manchester, studio m
Colour Grade: RedLab
Music & Sound Design: Imprint Music



Entrepreneur Barbie Is on LinkedIn, and She's Already Way More Connected Than You

The newest high-profile member on LinkedIn probably isn’t going to write you a recommendation or endorse you for your propensity for tweeting any time soon. Probably because she’s plastic and can’t form sentences.

That totally sounds like insult, but that’s true. Entrepreneur Barbie has joined the career networking site. Her latest status is “My new business is ‘Dream Incubator’ where I act as a consultant, helping girls around the world play out their imagination, try on different careers, and explore the world around them. Our company tagline is ‘If you Can Dream It, You Can Be it!’ “

I dreamed I was a dinosaur. Never mind.

Entrepreneur Barbie comes with a tablet (tech savvy!), a smartphone, a briefcase (so business-y!), a pink dress (…) and a high ponytail. Reviews of Entrepreneur Barbie have been mixed. Jennifer Fleiss, co-founder of Rent the Runway—an ingenious service that lets you wear a Badgley Mischka gown and then return it—says on the Barbie site: “She is my idea of a go-getter girl and has encouraged me to believe that women can have it all: a career, a family and a great wardrobe.”

Reshma Saujani, founder of Girls Who Code, told TechCrunch: “You can’t be what you cannot see. Having positive role models for dolls that are inspiring young girls to be entrepreneurs is exactly what we need to inspire a generation of young women to start running businesses.”

On the other hand, Salon calls her “a misfire attempt at inspiring girls.” Forbes says it’s an “affront to little girls.” And 16-year-old former TED speaker Adora Svitak believes she “encourages an unrealistic expectation of beauty grounded in narrow ideals—whiteness, thinness, a lack of hair and an abundance of breast tissue—instead of kindness, smarts, self-confidence or athleticism.”

Barbie’s LinkedIn resume is looking awfully impressive, and her profile boasts over 2,500 followers. I’ll keep my fingers crossed in hopes that her face will pop up on my profile in that creepy-cool “Who’s Viewed Your Profile” feature.

Via Digiday.



Mattel Experiment Tries to Show That Barbie Isn't as Evil as You Think

If you asked a group of women over 25 to name some toys they played with as kids, Barbie would certainly come up. Less so now if you asked a group of girls under 10. The iconic toy has long been a volatile topic in the toy industry, especially in the context of girls and body image. But now, Mattel is trying to control more of that conversation with The Barbie Project, an initiative that wonders: What happens if we just let kids play with Barbies?

Mattel clearly wants to make the point that parents are seriously overthinking Barbie. At the very top of the Barbie Project’s “About” page, text reads: “No other doll has sparked as much conversation as Barbie. But maybe kids don’t see Barbie the way adults do?”

The brand got two documentarians and a play specialist to go into people’s homes and actually film kids playing with their Barbies. “No scripts. No rehearsals. Just real kids, real parents, telling their stories,” says Mattel.

The two-minute launch video is fun to watch. There’s less hair/makeup/boyfriends than you’d expect, and more superheroes/gymnasts/veterinarians. I particularly enjoyed the little girl who beatboxed while Barbie broke down some hot moves.

Of course, documentaries are never truly unbiased, and I’m wondering if they’ll include clips of girls undressing Barbie and bewilderedly examining her anatomy. However, the Barbie Project experiment is being carried out on multiple platforms—Tumblr, YouTube and eight different mom blogs—so it’ll be interesting to follow the frank discussion surrounding the toy whose hair I once lovingly butchered with a pair of Fiskars.



Source

Mattel Experiment Tries to Show That Barbie Isn’t as Evil as You Think

If you asked a group of women over 25 to name some toys they played with as kids, Barbie would certainly come up. Less so now if you asked a group of girls under 10. The iconic toy has long been a volatile topic in the toy industry, especially in the context of girls and body image. But now, Mattel is trying to control more of that conversation with The Barbie Project, an initiative that wonders: What happens if we just let kids play with Barbies?

Mattel clearly wants to make the point that parents are seriously overthinking Barbie. At the very top of the Barbie Project's "About" page, text reads: "No other doll has sparked as much conversation as Barbie. But maybe kids don't see Barbie the way adults do?"

The brand got two documentarians and a play specialist to go into people's homes and actually film kids playing with their Barbies. "No scripts. No rehearsals. Just real kids, real parents, telling their stories," says Mattel.

The two-minute launch video is fun to watch. There's less hair/makeup/boyfriends than you'd expect, and more superheroes/gymnasts/veterinarians. I particularly enjoyed the little girl who beatboxed while Barbie broke down some hot moves.

Of course, documentaries are never truly unbiased, and I'm wondering if they'll include clips of girls undressing Barbie and bewilderedly examining her anatomy. However, the Barbie Project experiment is being carried out on multiple platforms—Tumblr, YouTube and eight different mom blogs—so it'll be interesting to follow the frank discussion surrounding the toy whose hair I once lovingly butchered with a pair of Fiskars.




Infographic: Is a Barbie Body Possible?

Four out of five 10-year-olds say that they're afraid of being fat; 42 percent of girls in first through third grade wish they were thinner; half of girls aged 9 or 10 claim that they feel better about themselves when they're dieting. Rehabs.com has some real-beauty sketches of its own—and they're pretty depressing. Now, the site is putting weight obsession in context by looking at how real women stack up against the world's most notable doll—Barbie. Check out the infographic below to see just how removed from reality the Mattel doll is. As Rehabs.com notes, according to data from the Yale Center for Eating and Weight Disorders, the average woman would have to grow 2 feet taller, extend her neck length by 3.2 inches, gain 5 inches in chest size, and lose 6 inches in waist circumference to look like Barbie. That's going to hurt a bit. Another shocking, historical tidbit from the site: Mattel's Slumber Party Barbie, released in the 1960s, came with a scale permanently stuck at 110 pounds, and a small book titled "How to Lose Weight," whose only advice inside was "Don't eat!"

Via Co.Create.

    

Fine Art by Barbie

En reprenant des œuvres mondialement connues et en remplaçant les personnes représentées par des poupées Barbie, Jocelyn Grivaud a voulu commémorer le 50ème anniversaire de la poupée Mattel. Un détournement placant la Barbie comme icône dans notre société.



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