Given its unprecedented commercial success, it may seem trite to say that the objective for the UK launch of the Barbie movie was similar to most other movies - give it a big opening weekend that will kick-start longer-term box office success...
Barbie was a genre-defying movie that couldn't be put in a box - so we set out to make it feel like an unmissable UK pop culture event for EVERYONE...
In response, we took this as a unique opportunity to add playfulness and color to a sea of seriousness. Not just to make the Barbie movie an unmissable part of the UK's summer...
Our strategy aimed to do one th...
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