Client: CarBravo
Agency: MRM
My Role: Art Director / Lead Photographer
Agency: MRM
My Role: Art Director / Lead Photographer
Awards: Cannes 2024 – Bronze Lion Winner,
D&AD 2024 – Wood Pencil Winner
D&AD 2024 – Wood Pencil Winner
New York Festivals Advertising Awards 2024 – Silver Winner
The summer of 2023 was BARBIE SUMMER. Barbie is having a real moment. But pink popularity came with a price: used Barbie Dream Cars (toy cars) selling on resale sites for insanely inflated prices (10+ times normal value).
America’s newest used car brand, CarBravo, insists on fair and honest prices for all used cars— even toy ones. With a modest budget and the green light from Mattel, we bought as many overpriced used Barbie Dream Cars as we could and listed them on CarBravo's site. You can search, filter, and buy them at fair and honest prices. Just like our REAL full-size vehicles.
With each delivery, custom QR codes in our packaging connected every toy Dream car to listings of the same or similar real-life vehicles on CarBravo.com. The results had clients tickled pink: Sold-out Barbie inventory, 12X more views for real-sized cars on CarBravo.com, $2.3M in real-car sales and our best sales month ever.
