TICKET TO PLAY 戛纳狮 – 促销类 – A02组 入围奖 芭比娃娃影响着小朋友未来的职业规划。到目前为止，芭比已经拥有了超过180个不同的职业，其中很多都是女性很少涉及的，比如宇航员、视频游戏开发人员。由于美国从未有过女性总统，这次选举让我们发现一个新的可能。   MATTEL BARBIE | WEBER SHANDWICK | 2017Promo And Activation - A02 Fast Moving Consumer Goods Execution •Secured media exclusives with The Wall Street Journal and The Washington Post to help set the non-partisan tone of the conversation at the launch. •Gave interviews with Erin Loos Cutraro (Co-Founder & CEO of She Should Run) and Mattel spokespeople -- Michelle Chidoni (Brand Communications), Lisa McKnight (Head of Barbie), and Tania Missad (Lead Child Researcher). •Put President and Vice President Barbie into the hands of key influencers and media including female senators and congresswomen on Capitol Hill, national morning broadcast stations, other key national media, celebs and parenting influencers.•Product packages consisted of a set of dolls and a leadership worksheet for the recipient to gift to a young girl as inspiration.•Distributed press materials (e.g., press release, hero video and product images) and conducted broad outreach to lifestyle, business and trade media.   Relevancy The Barbie doll pioneered preparing girls for future careers. To date, Barbie has had more than 180 different careers, many in fields underrepresented by women – from astronaut to videogame developer. Since the United States has never had a female president, this election presented a unique opportunity. We partnered with She Should Run, a non-partisan, non-profit organization dedicated to growing the number of future woman leaders, and introduced the first all-female ticket for the White House. Through a stakeholder and media relations program, we sparked a national conversation that included both elected and future leaders.   Campaign Description Taking a stand is e