GIRL TORQUE
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GIRL TORQUE 〰️
AutoZone/Barbie
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 United States.
Idea:
Inspire the next generation of young women to think about careers in car mechanics, engineering and design. Taking inspiration from the endless possibilities of the iconic girls doll Barbie and her famous accessory, the Barbie dream car.
Execution:
We create a campaign focused around hijacking the Barbie movie’s corvette. We unleash a fleet of dream cars to capture the attention of young women. The different car models lean into different personas to echo the message of the movie: Barbie can be anything, woman can do everything. (With a few cheeky jabs at Ken)
Movie Ticket Takeover:
Hijacking movie tickets, with different Barbie Cars. With a link to the Build Barbie’s Dream Car Website.
Build your own:
Through the website they can design her next ride using the large range of accessories from AutoZone.
The winning design is brought to life and won by the contestant.
The Barbie Car Show
Autozone collaborates with the Barbie movie to curate an exhibit of Barbie’s cars through the decades held at the Petersen Car Museum in Los Angeles. The winning car will be displayed from the build Barbie’s next dream car competition.
