What better way to bring my summer internship at Deutsch LA to a close than the infamous intern project? From strategy to creative to media planning - we all got to experience every facet of what we do. Our task? Revitalize Barbie’s #CloseTheDreamGap initiative and position Barbie at the forefront of girl empowerment.
Client: Barbie
Agency: Deutsch LA
Problem: Barbie's tagline is "you can be anything," but over time they've illustrated and reinforced female stereotypes for young girls, which inherently makes them part of the problem. Barbie can be a vehicle for change but their own image contradicts current girl empowerment culture.
Big Idea: Before we can close the gap between girls and their full potential, we need to close the gap between Barbie and girl empowerment by bringing Barbie closer to the everyday modern girl.
Credits: David Sanchez (Copy), Jessica Mendez (Art Direction)
