🎀 GIRL TORQUE 🔧

🎀 GIRL TORQUE 🔧

Girl Torque: AutoZone

Insight:
More than half of all driver’s license owners are women. But less than 10% of women make up the automotive sector in the US.

Idea:
Inspire the next generation of young women to pursue careers in mechanics, engineering, and design — taking cues from Barbie and her iconic Dream Car, a symbol of endless possibilities.

Execution:
We create a campaign focused around hijacking the Barbie movie’s corvette. We let young women design their own vision of Barbie’s new ride. We unleash the fleet of new dream cars in our ads to capture the attention of young women. 

The Hijack

Barbie’s corvette has been hijacked from the movie tickets, a website link has been left leading to Barbie’s garage.

Design your own

Here they can design and customize Barbie’s new dream car.

Winner

✨

Winner ✨

If you can dream it, we will make it

The winning design is brought to life and won by the contestant.

ADS

🌴

ADS 🌴

We used the new Barbie cars young women dreamt up in our ads.

Barbie's New Ride

🌴

Barbie's New Ride 🌴

The Exhibit

The winning dream car design will be showcased at the Petersen Car Museum, alongside a Barbie x AutoZone exhibit celebrating her iconic cars through the decades.

Next

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