BARBIE: THE FUTURE OF PINK IS GREEN
DIRECTOR'S TREATMENT
PROJECT DESCRIPTION:
For Barbie’s rightly titled “The Future of Pink is Green”, the core driver was to champion the premier dollmaker's lateral switch from fresh to recycled plastics. The sea is more polluted than ever, which made this campaign a a call-to-arms for the brand to pave a greener path for itself and subsequently, the world. Times have indeed changed and educated our collective conscience about the gravity and consequences of our environment’s degradation.
The director’s aim was to extend this education to the new generation of kids through Barbie, since it has always sparked playfulness and hence proved to be the perfect way to express the bigger message. Kids don’t accept stuff just as they are given, they transform it as they play. This presented an opportunity to tie them into eventually becoming better citizens of the world, caretakers of the environment, grown-ups that can bring about a conscious, positive change and learn to question things in search for the greater truth.
The film, while in adherence to the above initiative, wanted to celebrate the children’s creativity and the connection they feel with Barbie. Simultaneously, with this newest makeover of Barbie going green, SOMETHING HAS CHANGED. This is a big deal. So the focus was to get the human aspect right and about how children project their imaginations onto Barbie, how they see Barbie, and how Barbie reveals how they see themselves, both as kids and as citizens of the future.
