People fear immigrants because they don't know how hard working, warm hearted, and valiant they really are. So, to change the perception of immigrants, while positioning the Mattel brand as a human-centric toy company, we created a collection of heroic action figures based on real immigrants. Then, we told their heroic stories.
Then, we created a billboard that directs consumers to content
Then, we created a content platform big enough to hold an
endless reservoir of content.
THE HUMAN HEROES.
Art Director: DarnellWatts.com