Case Study: How a Creepy Idea Became a Viral Hit

By Kiran Aditham Comment

Art director Breno Costa and copywriter Guilherme Souza were given a fairly straightforward assignment when they left their native Brazil to join Brother Ad School in Buenos Aires: create an ad for Mattel brand, Matchbox. What resulted was something no one ever expected: a Matchbox calendar featuring stripped down Barbie dolls in some, uh, interesting poses.

Mattel cross-promotion aside, the product created a few ripples across the blogosphere and global media, with one of the main debates being whether this was porn or not (we’d go with ‘this is a silly debate’). Guess the lads were looking for a little extra credit with their homework. The case study above basically explains it all, and at least they give us a schmaltzy version of Aqua’s “Barbie Girl” rather than the poppy-as-hell original.