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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. 

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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.

 

Meet

THE HUMAN HEROES.

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Art Director: DarnellWatts.com