Mattel: The Dream Gap Project by BBDO San Francisco

Client: Mattel
Date: Oct 2018
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Barbie is cementing its position as a purpose-led brand with the launch of a global campaign raising awareness around the factors that prevent girls from dreaming as big as their male friends and classmates.

Sitting under the banner ‘The Dream Gap Project’, the multi-year initiative will target both adults and children.

It launches with a digital spot that featuring a diverse range of young girls highlighting key findings from academic research on the dream gap phenomenon. These include the fact that girls are less likely than boys to view their own gender as smart from the age of five.


Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, SF: Matt Miller

Associate Creative Director: Adam Balogh

Associate Creative Director: Jason Moussalli

Head of Integrated Production: Louise Doherty

Business Affairs: Jacqueline Djanikian

Group Account Director: Kim Fredkin

Account Director: Nicole Dongara

Account Supervisor: Alex Hamill

Chief Strategy Officer: Crystal Rix

Group Strategy Director: Jessica Strode

Production Company: Slim Pictures Inc.

Director: Karen Cunningham

Executive Producer: Tom Weissferdt

Executive Producer: Catherine Finkenstaedt

Producer: Al Cooper

Edit House: Bread & Butter

Editor: Andrea MacArthur

Colorist: Company 3

Senior Colorist : Sophie Borup

Visual Effects: Jane Studios

Creative Director: David Parker

Flame Artist: Tim Bird

Producer: David Won

Executive Producer: Nancy Hwang

Sound Designer: One Union Recording

Senior Sound Engineer: Joaby Deal

Senior Sound Engineer: Matt Zipkin

Executive Producer: Vickie Sornsilp

Principal Composer: Amber Music

Exec Producer: Michelle Curran

Music Supervisor/Producer: Mike Perri

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