American Girl came to BBDO and asked us how they could communicate their brand purpose to moms: their toys and books help develop a girl's character.
With that in mind, we decided to practice what we preach and had adults ask girls real, adult problems. What better way to prove that when a girl learns character young, she'll learn it for life?
But, that wasn't all we had to communicate. We also had to introduce a brand new doll line, WellieWishers, to consumers and communicate that the new dolls taught friendship. We ended up creating two long form films: one friendship oriented one for the WellieWishers sub-brand and one for the overarching American Girl brand. The films were adapted for social and TV cut downs as well.
Art Director: Tu Phan | Copywriter: Aaron Gough | Associate Creative Directors: Andrew Shaffer, Christina Whalen
