Posted on by Vishnu Devarajan
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MBCS AND BARBIE PAY TRIBUTE TO ALL FATHERS WHO GO THE EXTRA MILE TO BRING ON A SMILE
26 Jun
Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has released a short film with Mattel’s Barbie in celebration of this year’s Father’s Day.
Capturing a message to say that ‘not all heroes wear capes’, the film celebrates fathers who would do anything to make their little girls dreams come true.
Mandar Wairkar, Creative Director with MBCS said, “The film’s inspiration came from observations around Asian dads, as they are not known to be particularly expressive. Typically, Asian dads are steadfast providers who are stern, strict, or even feared. However, we’re now living in an age of expression, with children seeking more outward showing of love and affection from their parents.
As such, this Father’s Day, we wanted to recognise Asian dads who are breaking the mould of fatherly roles, and sending messages of positivity to their kids each day to give them strength and self-belief that they can do anything they set their minds to.”
Additionally, the film encourages a social movement with the hashtag #BarbieFathersDay, for parents and their children to share how they celebrate Father’s Day to encourage more Asian dads to break the traditional fatherly mould.
Murat Ariksoy, General Manager, Mattel South Asia said, “Barbie’s tagline ‘You can be anything’ looks to inspire confidence and courage to all children out there to go out and live their dreams. This inspiring film and movement by MBCS portrays fathers as positive role models and celebrates all those fathers who go the extra mile to bring a smile to their child’s face.”
Executive Creative Director: Kevin Le
Creative Director: Mandar Wairkar, Eddy Nazarullah
Art director: Wei Bin Liew
Copywriter: Raimi Khairul
Producer: Loreen Lim
Social Media team lead: Maraina Saufi
Director: Sabrina Wong
Production House: Reservoir Production, Malaysia
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
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Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
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Campaign entries must have run between June 2024 to May 2025
