You can’t say this characterisation of camp-Ken is entirely original; Toy Story 3 had his socially ambivalent, nonchalant, self-centredness down to a tee! An astute depiction mind you while stating what we all already knew anyway… wink wink. No matter, it is tempting to see how GREENPEACE have appropriated that character to showcase their plight and leverage awareness for the destruction of the Rain Forests by giant toy manufacturer, Mattel.
More so than just the actual packaging needed, this viral video attempts to highlight the knock-on effect that the disappearance of these forests means, and how mankind will ultimately sacrifice the endangered clouded leopard, Sumatran tigers and Orangutans… though the list is long.
The power of viral is interesting because the PR-spin ultimately does one side of the camp a favour, while creating a horrible headache for the other. It has been reported that the Barbie page on Facebook closed its comments section to their 2 257 662 fans. Seems the audience that loves the plastic blonde is the same as the one that loves the thought of pirdy tigers living unharmed; a tricky conversation to negotiate when they see a clip like this one and start airing their concerns and questions online. It is exactly this element of transparency that organisations can leverage through social networks like Facebook – however in this case, more like run from.
No doubt, Mattel will create their own viral about how Barbie cares and what she is doing to minimise her carbon footprint.
Barbie-schmarbie. There is no appropriate retort Mattel.
Clean up after yourself! End of story.
© Copywriter Dylan Balkind