The Drum Awards for Marketing - Entry Deadline

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Client: Hasbro
Date: Apr 2019
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Learning to care, protect and share. Learning about responsibilities. About nurturing and love. If playing with dolls can bring a child so many benefits, helping nurture a better human being, why can’t both girls and boys play with dolls? The challenge is to show parents and educators how much dolls can aid in the healthy development of girls and boys.

Created by Ogilvy Brazil, the Baby Alive marketing campaign, 'We All Can Take Care,' features a 60-second main video piece showcasing children having fun and sharing what they learn at play. The short movie has been released in digital media channels and is available on the Baby Alive social media.

According to educator Maria Ângela Barbato, there are many benefits of playing with dolls, including leading to emotional development, new ways of interacting and learning what respect is all about. Barbato is coordinator of the Culture and Research Center on Play of the Sao Paulo-based university PUC and author of 'The Discovery of Play'.


Agency Ogilvy Brazil

Campaign: We All Can Take Care

Product Baby Alive

Client: Hasbro

Chief Executive: Fernando Musa

Chief Creative Officer: Félix del Valle

Executive Creative Director: Márcio Fritzen

Associate Creative Director: Mathias Almeida, Teco Cipriano

Art Director: Teco Cipriano, Gabriella Pimentel, Thomaz Maksud

Copywriter: Mathias Almeida, Ygor Silva, Guilherme Rio

Producers: Fabiano Beraldo, Paty Silveira, Hellen Gazetta

Account: Denise Caruso, Felipe Obara, Renata Flores

Planning: Thais Frazão, Cleber Almeida, Mariana Crepaldi, Tu Moon

Media: André Gramorelli, Adeildo Souza, Danielle Conti, Stefanie Gambier, Vitoria Soares, Agnes Han

Ogilvy Content Studio: Gustavo Otto, Thiago Frias, Rayra Janau, Leonardo Araujo, Thiago Bancaro, Maria Eduarda Neves, Giovanne Formis, Ana Beatriz Almeida

Video Editor: Deydson Rocha

Client Approval: Kellen Silverio, Vanessa Giangiacomo


Production House: Corazon Filmes

Director: Will Mazzola

Executive Director: Igor Ferreira

Executive Producer: Renato Chabuh

Account: Marcia Branco, Mary Lacoleta, Maria Eugênia

Photography: Ted Abel

Team Corazon: Júlia Kannebley, Danielle Oliveira, Juliana Sigolo, Fe Bley, Mariana Becker, Lucas Aires

Pos Production/Motion: Matheus Scatolini, Hub Vfx


Sound Production: Shuffle Audio

Team Shuffle: Alexandre Marcondes, Henrique Ruiz Nicolau, Chico Castellano