As part of the Dream Gap Project, Barbie continues to inspire girls by showing that with self-belief, they can achieve anything. In 2024, Mattel has honored nine exceptional athletes as Barbie Role Models, including Venus Williams, Christine Sinclair, Mary Fowler, Estelle Mossely, Alexa Moreno, Rebeca Andrade, Susana Rodriguez, Federica Pellegrini, and Polish track and field sprinter Ewa Swoboda.

As the agency behind this project on a local level, we had the privilege of bringing Ewa Swoboda’s extraordinary distinction to life through a powerful and symbolic photoshoot. The doll, dressed in a replica of Swoboda’s iconic PUMA outfit from the 2023 Kamila Skolimowska Memorial, highlights the moment when Swoboda broke the 11-second barrier in the 100-meter sprint at the Kamila Skolimowska Memorial in Chorzów, Poland, establishing her as one of the fastest women in Polish history.

“Being chosen by Barbie as a Role Model is a tremendous honor and distinction for me. I want my story to show that it’s always worth being yourself. You don’t have to meet anyone’s expectations or fit into imposed frameworks to achieve your goals. Each of us has the right to express ourselves in our own way,” Swoboda said.

This special Barbie not only celebrates Ewa’s success but also serves as an inspiration for young girls everywhere. Through this project, we helped Mattel reinforce the message that every girl has the potential to break barriers and turn dreams into reality.

SCOPE OF WORK:

·       Coordination of the collaboration with the ambassador

·       Photo and video production

·       Communication strategy and media buying

·       Localization and distribution of the press release