Strategy • Art Direction

Mattel–Barbie sought new ways to connect with consumers and the “Everybody Needs a Ken" campaign was created. Leveraging a mix of viral, experiential, and traditional media in both Times Square, NY and The Grove, LA on Valentines Day, the event was a open invitation for consumers and fans of the famous couple to come and meet Ken in person. Models were hired, styled by designers, and placed in lifesize Ken boxes, creating memorable photo opportunities. Professional photographers were on staff taking pictures, which were uploaded to the Ken and Barbie Facebook page, as were selfies and uploading to social media encouraged.