People fear immigrants. So, to change the negative perception of immigrants, while positioning the Mattel brand as a contemporary human-centric toy company, we created a collection of heroic action figures based on real immigrants.
Then, we told their heroic stories.
Instead of creating billboards that drove consumers to dead-end product page, we created a billboard that directs consumers to content library where they can purchase products that bring the content to life.
Then, we created a content platform big enough to hold an
endless reservoir of content.
THE HUMAN HEROES
Art Director: DarnellWatts.com