Creative Director: Kristina Duncan
VP Global Barbie Marketing: Lisa McKnight
GM & SVP, Barbie Brand: Richard Dickson
Sr Art Director: Diane Kondo

The Ken campaign was designed as a three-phase narrative—blending nostalgia, pop culture, and fan participation to reintroduce Barbie’s iconic counterpart with humor, intention, and emotional resonance.

The story launched during Fashion’s Night Out, where Ken debuted as “The Ultimate Dreamdate.” The moment introduced a live-model mobile truck experience alongside the brand’s first web-reality series, Genuine Ken: The Search for the Great American Boyfriend. Rather than positioning Ken as a static character, the work invited audiences into an unfolding story—one rooted in charm, self-awareness, and cultural play.

The second phase advanced the narrative by placing the outcome in fans’ hands. Billboards and US Weekly ads invited audiences to vote on whether Barbie should take Ken back, with an online interface allowing fans to participate in real time. This interactive approach transformed the campaign into a shared experience, deepening emotional investment while keeping the tone light and self-referential.

The story concluded on Valentine’s Day, when Barbie announced their reunion—“She Said Yes!”—through sweetheart pop-ups in Times Square and The Grove. The moment was commemorated with a limited-edition Barbie & Ken gift set, offering fans a tangible close to the story they had helped shape.

Across all phases, the work relied on clear narrative structure, strong creative alignment, and trusted partnerships to maintain cohesion while allowing for spontaneity and delight. More than a campaign, it became a living storyline—demonstrating how humor, participation, and cultural awareness can bring a legacy character back into conversation in a way that feels inclusive, joyful, and human.

Partners:
CFDA (Council of Fashion Designers of America), Christie’s Auction House, Vogue, Fashion’s Night Out, Times Square, NASDAQ, MKTG, Magnolia Cupcakes, US Weekly, Hudson Media, Attention, HL Group, Paul Sevigny