My Little Pony
Equestria Girls Campaign
Digital Video, TV
The Challenge: Hasbro and My Little Pony were coming out with a new animated film and line of dolls aimed at older girls. We were tasked with creating a campaign that would elevate the brand for the new age group while driving awareness and surpassing their competitors in sales.
The Solution: We brought the My Little Pony brand to life, literally. Real girls were cast to portray each character in a unique music video (created from a remixed version of a song from the film) and choreographed dance, the EG Stomp. The music video and dance tutorial went viral, racking in over 20 million views, and the Equestria Girl dolls surpassed the sales of both Monster High and Barbie.
Awards: David and Goliath Effie Shortlist, Brand Utility Effie Shortlist
We launched the campaign with a long form music video that incorporated footage from the film, product shots and live action while highlighting the EG Stomp dance.
A dance tutorial taught girls how to do the dance at home.
TV ads were created utilizing the success of the music video.
Hasbro created an animated version of the rap for fans to sing along with.