Baby Alive
Taking Care Last Forever
Brazil has always been a conservative country, with traditional roles established for boys and girls. And the recent arrival of the new far-right government reinforced this with strong statements made by the president and the Minister of Human Rights, such as: "Boys should not play with dolls and should behave like men" and "boys should wear blue and girls should wear pink” So, Hasbro Brazil decided to join the conversation to prove our beliefs. How did we do that? Launching the first campaign with boys taking care of dolls to lead the change and break stereotypes. Because in Baby Alive, we believe that the simple act of playing with dolls is a great way to learn about empathy, responsibility, and affection.
CREDITS
Agency: Ogilvy
CCO: Félix Del Valle
ECD: Márcio Fritzen
ACD: Teco Cipriano, Mathias Almeida
AD: Teco Cipriano, Rodolfo Krupka
CW: Mathias Almeida, Vinícius Biss
Production Company: Modernista Creative Producers (Ana Barcellos)
Audio: S de Samba (Diego Guimarães e Pedro Caldas)