Asriel Hayes
Music at Prettybird
London, United Kingdom
TitleLimitless Potential with Clara Amfo and Milk Honeybees x Barbie
Agency
Campaign Limitless Potential
Advertiser Mattel, Inc.
Brand Barbie
Date of First Broadcast/Publication
Business Sector Toys & Games
Story The spot begins with a call to action from inspiring Milk Honey Bees founder Ebinehita Iyere, asking Clara how they can show Black girls how amazing they are; Clara knows just the team to help her spread the message. Five fantastic Black girls - Isis, Riley-Ann, Kenedy, Adunni and Bailey - cast through Looks Like Me Agency run by Selma Nicholls, catapult the spot into a high energy and heart-warming manifesto of affirmations.
Philosophy Barbie, the worlds #1 global toy property*, teams up with Clara Amfo and London grassroots girl-focused project Milk Honey Bees, to create an empowering social film directed by PRETTYBIRD UK filmmaker Eloise King. The film celebrates girlhood and the limitless potential of girls. Research shows, starting at the age of five, many girls begin to develop limiting self-beliefs. This issue is called the “Dream Gap.” Early indicators suggest that for Black girls, the impact is even larger and this negative self-perception at a young age can be detrimental. To help combat this, Barbie tapped one of the UK’s leading broadcasters Clara Amfo – recently announced as a Barbie Role Model - along with London grassroots organisation Milk Honey Bees, and talented award-winning filmmaker Eloise King, to create a powerful film centering girls, and embodying Barbie’s 2021 International Women’s Day ‘Raise Your Voice’ campaign anthology, demonstrating to girls that ‘You Can Be Anything’. Director Eloise King has created an anthemic and emotionally driven film to support this initiative; the 60” and 30” social spots are a rallying cry to girls and women on why it’s important to stand up for yourself, your dreams and your beliefs, how you can build confidence, and how young girls can be empowered to believe in their potential. The spots show Clara Amfo as a positive role model who inspires children to believe in themselves and their voices. Clara Amfo
Media Type Web Film
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Online Editor & Post House
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