case study: barbie – Ken’s debut at Fashion Week
After a very public breakup in 2004 with Barbie (everyone’s favourite doll), Ken is back in the spotlight. For the past few years Ken has been having fun living a bachelor -tastic lifestyle, but is taking centre stage in 2011 as he approaches his 50th milestone birthday. Ken made his debut back onto the scene at LG Fashion Week in Toronto. Barbie, who has been at Toronto Fashion Week for the past 3 years, was noticeably missing from her staple event, leaving Ken who was already planning to be there, casually wondering why she didn’t show this year.
Mattel Canada wanted to stand out from the crowd and create its own localized news during LG Fashion Week, taking Ken beyond his bachelor status to show Canadians why he is the "ultimate boyfriend for every occasion".
In partnership with client Mattel and IMG, GCI creatively reintroduced Ken to the public during LG Fashion Week - October 18-22 - by deploying the following stunts:
Night One: Army of Kens
An army of ten Ken look-alike models, dressed in Ken-style suits, engaged with the fashion crowds over Barbie-inspired dialogue, handed out "I love Barbie" pins and were on the lookout for Barbie.
Night Two: Reporter Ken
Ken interviewed some of the top fashion journalists, designers and celebrities of the night including: Joesph Mimran of Joe Fresh, Whitney Thompson winner of America’s Next Top Model, Cycle 10 and actor Shane West.
Night Three: Ken, the Ultimate Fashion Week Date
Ken appeared on the arm of Toronto fashion queen Robin Kay (President of Fashion Design Council of Canada) during a fashion show. Robin and Ken made a spectacle in the runway room before the show, as well as greeted some of her front row guests when entering the fashion show.
Night Four: Sponsor Ken
Ken interacted with guests and participated in the sponsor booth activities that featured brands such as L’Oreal, Schick and DHL.
In addition to four individual stunts, each night, a life-size Ken doll box was set up complete with a Ken look-alike model inside encouraging Fashion Week guests to take photos with him and engaging them in Barbie dialogue.
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Results
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awards & recognition
3M Privacy Filters, "Canadians Love to Spy"2009 Ovation Award of Merit for Brand Communications, IABC
3M Command Campus Tour, "Save the Walls"
2008 Award of Excellence, CPRS
Belkin, "A Streetcar Named Inspire"
2008, Silver Award of Excellence, Special Events Category, CPRS
