In the world of advertising alchemy, the term “Big Idea” refers to a unique, creative concept that drives a campaign, resonates with its target audience, and aims to persuade the audience in an innovative way. A successful Big Idea is powerful enough to unify all marketing efforts by creating a cohesive, compelling narrative.
When it comes to film advertising, the Big Idea is the heart of the campaign, often defining how a movie will be perceived, discussed, and remembered. One film that captured the essence of a Big Idea and executed it masterfully is Barbie (2023), directed by Greta Gerwig.
In movie advertising, a Big Idea typically aims to do 3 things:
- Convey the core message of the movie, whether that is an emotion, a social commentary, or a genre-specific promise
- Evoke an emotional response to connect with the audience, whether the emotion is excitement, heartbreak, curiosity, etc.
- Become a unified campaign in which all aspects of the marketing, from posters to merchandise, must stem from and reinforce this single, strong idea
In the case of the Barbie movie, the Big Idea revolved around subverting expectations and celebrating identity. This campaign embraced nostalgia while diving deeper into social commentary surrounding themes of gender and self-empowerment
The Bold Visual Identity
One of the most striking elements of the Barbie campaign is the distinct visual language; leaning heavily into iconic Barbie pink and retro-inspired visuals, the movie’s identity was instantly recognizable.
The character posters featured individual posters of the cast, each showing different versions of Barbie. This directly played into the movie’s Big Idea that Barbie can be anything, reflecting diverse identities and roles in society. The brand collaborations, such as with fashion and lifestyle products, supported this larger-than-life Barbie aesthetic. Companies also began incorporating Barbie themed aesthetics into their own advertising, further spreading the movie’s identity beyond traditional media and infiltrating real-life consumer culture.
Nostalgia Meets New-Age Feminism
The Big Idea tapped into deep-rooted nostalgia for the Barbie doll while simultaneously changing the narrative to comment on modern gender roles. The trailers and posters drew attention to the “perfect” world of Barbie, but the film highlights real-world struggles of identity and societal expectations. The film directly challenged the traditional view of Barbie as a shallow, one-dimensional figure. Instead, it explored themes like individuality, self-discovery, and empowerment in both humorous and thought-provoking ways.
Building Curiosity & Engaging Audiences
Another great aspect of the Barbie advertising campaign was its ability to create curiosity and draw an audience in. The teaser trailers gave very little away about the movie’s actual plot, instead focusing on the aesthetics, characters, and tone. This left the audience speculating online, which generated organized conversations and free publicity, while also providing incentive to see the movie in theatre. Additionally, through physical installations, such as a giant Barbie boxed where people could take photos, to viral social media challenges, Barbie built a world outside of the theatre. This immerse marketing tactic tied back into the movie’s Big Idea, that Barbie is not just a doll, she’s a cultural icon whose identity can be reshaped into anything and everyone.
Why Barbie’s Big Idea Worked
Barbie stands as a prime example of how a well-defined Big Idea can elevate a movie’s marketing campaign. This campaign was not just about selling a movie, it was about reinventing and recontextualizing a cultural icon. The Big Idea – that Barbie is more than just a doll – resonated on multiple levels, from personal identity to societal expectations. By leaning into both nostalgia and modern relevance, the campaign captured the attention of a wide audience, ensuring its place as one of the most memorable movie marketing strategies of the decade.
Works Cited:
“Barbie is Everywhere – Here’s How It Happened.” WIPO, https://www.wipo.int/pressroom/en/stories/barbie-2023.html. Accessed 30 September 2024.
“Exploring the Big Idea in Film | Jodie Foster Teaches Filmmaking.” MasterClass, https://www.masterclass.com/classes/jodie-foster-teaches-filmmaking/chapters/exploring-the-big-idea-in-film. Accessed 30 September 2024.
Layne, Gabriella, and Hayley Fiedler. “The Barbie Movie Marketing Strategy Explained.” Planoly, 25 September 2023, https://www.planoly.com/blog/barbie-movie-marketing. Accessed 30 September 2024.
“Movie Marketing: Music Lessons From Mean Girls, Wonka And More.” Forbes, 31 January 2024, https://www.forbes.com/sites/drgeraintevans/2024/01/31/movie-marketing-music-lessons-from-mean-girls-wonka-and-more/. Accessed 30 September 2024.
Rambharose, Amber. “Every Barbie Brand Collaboration Out Right Now.” InStyle, 20 July 2023, https://www.instyle.com/barbie-movie-brand-collaborations-7558155. Accessed 30 September 2024.
“What’s the big idea?” Ryan/Sawyer Marketing, 11 October 2021, https://ryansawyermarketing.com/2021/10/11/whats-the-big-idea/. Accessed 30 September 2024.
· · ─ ·☽𖤓☾· ─ · ·
Thank you for reading and I’ll see you next week for another dose of advertising alchemy! -Adie
Adie’s Advertising Alchemy 
Leave a comment