mattel

 
 

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. 

 
 
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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.

 

Meet

THE HUMAN HEROES

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Art Director: DarnellWatts.com