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 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)