Alone, every girl is powerful.
Somewhere along the way, American Girl had sold out on its integrity when it grew and expanded. They had become another expensive doll company. To regain their relevance as a brand for and about girls, we went back to their roots–this time not just celebrating the strength of girls, but also championing that real girls are stronger when they support one another.
Team Girl: A Call to Arms
We relaunched the brand with a call to join Team Girl – an inspiring team of young and old girls, cheering dads and brothers, and friends – standing behind them. And, as part of the team, American Girl is uniting that force and helping it shine.
The Movement: MAKE YOUR PLEDGE
We created an interactive experience that gave girls a fun way to become part of the movement and pledge their support to Team Girl, too.
MADE BY GIRLS, FOR GIRLS.
More importantly, we gave girls the opportunity to tell the story. In a content series created, directed, and edited by a team of girls as young as 12 years old, they shared their view on girl culture today and the need to come together. It was a great magnet for conversation.
Daily Doll Shout Outs
To help build the wave of positivity through Team Girl, we dedicated special shout outs to groups of girls doing amazing things. They included unknown achievements that deserved a spotlight and major cultural happenings like sports.
#USIES OVER #SELFIES
Then we created social media behavior that reflected the Team Girl movement. Cue the #USie. What better way to encourage belonging and connection than shift girl culture away from the #selfie and towards the #USie.
Finally, we had to the opportunity to bring the Team Girl story to life through the dolls. Every piece we created was sewn together with the common thread of togetherness, belonging, and the strengths girls have in each other.
See how a young girl's special strength of hard work helps out a girl she hasn't even met.
See how a woman's special strength of kindness returns to her in an unexpected way.
Team Girl's strength is rooted in togetherness. See how that is brought to life for the holidays.
CD // Scott Fero, Steve Williams
AD // Simson Chantha
CW // Amit Gurnani, Jessica Walden-Morden