Barbie: Ryan Gosling x Jimin Viral Campaign
- Celebrity partnership
- Digital activation
We may have broken the internet. In the Barbie movie trailer, we noticed Ken’s (played by Ryan Gosling) cowboy outfit was scarily similar to one of BTS star Jimin’s music video looks. Knowing Jimin’s favorite movie is “The Notebook” (starring Ryan), we produced a video in which Mr. Gosling admits Jimin wore the cowboy outfit first and gifts him his Ken guitar. The video went viral, making global waves within minutes. Two days later, Jimin posted a video of him receiving the guitar, setting the internet ablaze yet again.
The campaign drew significant media attention, including coverage in Rolling Stone, Entertainment Weekly, Entertainment Tonight and Access Hollywood. It yielded considerable social engagement and was a trending topic on X upon launch.