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Mother New York took the top honors at 2012's One Show last night, winning "Best of Show" for "Little Marina," the 25-foot-tall, Missoni-wearing, smartphone-waving doll that the agency created for New York Fashion Week to promote Target's Missoni line.
The agency also tweeted and blogged in the voice of the persona they had fabricated for the doll—"a young, style-obsessed girl [who] gets the gig of lifetime" blogging for Target and Missoni, who "then decide to send her to New York City to report on" Fashion Week—a backstory that echoes real-life stories of teens finding their way to fame through their fashion blogs.
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