Warner Bros and LA-based ad agency The Woo were looking for a way to launch the new series of DC Super Hero Girls when they found discovered stories from real life girls to tell.
Through research, the team discovered girls didn’t aspire to become like their favorite superheroes – they love the characters for the qualities girls saw in themselves.
Strength, kindness, intelligence are the powers that united and inspired each girl, so The Woo decided to flip an old superhero paradigm on its head with ‘She’s Like Me.’
‘DC Super Hero Girls’ is an animated franchise that first found a devoted audience as a web series and has recently been rebooted as an animated show on Cartoon Network. Featuring Wonder Woman, Batgirl, Bumblebee, Supergirl, Green Lantern and Zatanna – as well as other popular characters from the DC universe – these teenaged supers have to balance their lives as crime-fighters and as normal high-school students trying to figure out their place in the world.
The campaign features the photography of Josh Rossi – who rose to fame after photos of his young daughter dressed as Wonder Woman went viral – and three videos of young girls facing everyday situations but turning negatives into positives.
One girl tells of how she was always teased for being small, but that benefitted her when she had to rescue a trapped hamster. Another says that she was made goalie for her soccer team when she really wanted to be a striker, but found she was a natural in gloves when she stopped her first ball.
A third makes friends by offering a girl who didn’t have a bike a ride on her own. Each are visited by the Super Hero Girl they most associate with.
Warner Bros and The Woo put together a largely female team to bring the vision to life. This included Warner Bros' internal staff, The Woo’s executive creative director and associate creative director-writer, along with the director, editor, producer, director of photography, production designer and entire cast.
“Empowering a younger generation of girls is not about changing perceptions," said The Woo's executive creative director, Valerie Moizel. "It’s about taking ownership of the transformative, powerful qualities our audience shares with the DC Super Hero Girls. When we exert the power to be strong, empathetic or helpful, the world is a better place and anything is possible."
See the spots by clicking on the Creative Works box below.