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When approaching a campaign to launch the series DC Super Hero Girls, Warner Bros. and LA-based ad agency The Woo decided to flip an old superhero paradigm on its head. They discovered girls didn’t aspire to become like their favorite superheroes, the characters are beloved for qualities girls saw in themselves. Strength, kindness, intelligence - these were the powers that united and inspired. Enter “She’s Like Me.”
"DC Super Hero Girls" is a popular animated franchise that first found a devoted audience as a web-series and has recently been rebooted as an animated show on Cartoon Network. Featuring Wonder Woman, Batgirl, Bumblebee, Supergirl, Green Lantern, and Zatanna — not to mention other popular characters from the DC universe — these teenaged supers have to balance their lives as crime-fighters and as normal high-school students trying to figure out their place in the world.
In the spirit of the series and based on ample research about its viewers, The Woo and Warner Bros. crafted a campaign built upon a deep belief in empowering young girls and their families through entertaining, positive content. Featuring the photography of Josh Rossi (who rose to fame after photos of his young daughter dressed as Wonder Woman went viral), and three videos of young girls heroically facing everyday situations, they created moments that would appeal to both kids and their parents. And appeal they did - with the spots quickly achieving millions of views.
Knowing that what they did behind the scenes should reflect the message being shared, Warner Brothers and The Woo put together a largely female team to bring this vision to life. This included Warner Bros.’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.
“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.
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