When have you felt like a superhero?
That’s an ongoing question we ask ourselves from when we’re first in our underoos (TMI?) all the way up to when we’re in a conference room or a fire department.
It’s an especially important question that girls and women are asking and answering as equality and diversity have become tantamount issues these days.
Now, The Woo Agency, led by Valerie Moizel, has launched a campaign with Warner Bros and DC Superhero Girls that helps define and redefine for young women what it means to be a superhero in a sweet new campaign.
The agency’s research team discovered girls didn’t necessarily aspire to become emulate their favorite superheroes because of their superpowers. The characters were beloved for internal qualities girls saw in themselves.
Strength, kindness, intelligence – these were the powers that united and inspired.
Enter the campaign, “She’s Like Me.” Using the popular animated series, DC Super Hero Girls, the agency features the likes of Wonder Woman, Batgirl, Supergirl, Zantanna and Bumblebee in three videos of young girls heroically facing everyday situations.
What no Harley Quinn?
Directed by Maya Albanese, the spots each create moments that appeal to both kids and their parents, as we watch confidence build in the young actresses. Watch below:
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According to the agency, the spots quickly resonated with their audience, achieving millions of views. This supports the research the team discovered about the girls.
“Empowering a younger generation of girls is not about changing perceptions. It’s about taking ownership of the transformative, powerful qualities our audience shares with the DC Super Hero Girls. When we exert the power to be strong, empathetic or helpful, the world is a better place and anything is possible,” says The Woo Executive Creative Director Valerie Moizel.
The campaign also features the photography of Josh Rossi (who rose to fame after photos of his young daughter dressed as Wonder Woman went viral).
Understanding that what they did behind the scenes should reflect the message being shared, Warner Bros and The Woo put together a largely female team to bring this vision to life.
This included WB’s internal staff, The Woo’s Executive Creative Director and Associate Creative Director-Writer, along with the Director, Editor, Producer, Director of Photography, Production Designer, and the entire cast.
Client: Warner Bros.
Director, Franchise Management & Marketing: Ami Sandhu
Vice President, Worldwide Franchise Management and Marketing: Kevin Morris
Manager, Worldwide Franchise Management & Marketing: Adam Bodenstein
Agency: The Woo
ECD: Valerie Moizel
ACD/AD: Brock Pisciotta
ACD/CW: Amanda Wallace
Executive Producer: Lorna Paul
Production Manager: Ryan Anderson
SVP, Managing Director: John Gibson
Account Director: Erika Rosenwinkel
Head of Strategy: Andrew Cagan
Director: Maya Albanese
Director of Photography: Laura Merians
Production Designer: Melisa Myers
Editorial: Cosmo Street
Editor: Julie Kravitz Gannon
Animation Director: Mac Whiting
Composite: Baked Studios
Color: Baked Studios
Audio: 740 Sound
SOURCE: The Woo
Contact Colin Costello at firstname.lastname@example.org.