MUSE Platinum

2024

Barbie x The Voice

Entrant Company

NBCUniversal

Category

Branded Content - Retail

Client's Name

Mattel

Country / Region

United States

Mattel partnered with Season 24 of NBC’s The Voice to showcase that, with Barbie, you can be anything.

During each of The Voice’s three Playoff episodes, "Brooklyn" Barbie took The Voice stage in a heart-warming piece of custom content. Four "coach Barbies" -- including iconic Malibu Barbie and Ken -- shared their feedback, praising Brooklyn for serving as an inspiration for fans watching at home. As the spot continued, we used VFX to transition from Barbie world to the real world, where we saw what was really going on: a young girl playing with Barbie on a homemade Voice-inspired stage.

MUSE Creative Awards Winner - Barbie x The Voice 1
MUSE Creative Awards Winner - Barbie x The Voice 2
MUSE Creative Awards Winner - Barbie x The Voice 3

Credits

Director
Paul Cummings
Ex. Producer, Human Element
Matt Marenyi
VFX Supervisor, Fell VFX
Russell Fell
Editor
George Danno
EVP, Creative Partnerships at NBCU
Jamie Cutburth
SVP, Creative Partnerships at NBCU
Steven Rummer
VP, Creative Director, Creative Partnerships at NBCU
Kim Blando
Creative Director, Creative Partnerships at NBCU
Abby Marsh
Sr. Producer, Creative Partnerships at NBCU
Cameron Cohen
Sr. Director, Post-Production, Creative Partnerships at NBCU
Sal Jurado
Manager, Marketing, Creative Partnerships at NBCU
Jaclyn Moses
Creative Director, Mattel
Zlatan Kusnoor
Director, Digital Content Production, Mattel
Carrie LeGrand
Senior Manager, Global Marketing Communications, Mattel
Mandy Hughes
VP Content & Strategy, Spark Foundry
Ashley Dobbins
Director, Spark Foundry
Rocco Hudon
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