The production budget for the recent "Barbie - The Movie" was a reported $145m, while the marketing budget was a staggering $150m.
Due to the success of the movie (thanks to it's marking prowess), several retailers looked to jump onto the coat-tails to make a quick win.
Zara at Oxford St. was one such retailer who looked to use the marketing impact of the film to their advantage and create a bold activation space in the landing zone of their flagship store.
Just a shame to see only 2 weeks after the films release the entire pop-up space being marched out of the back door and straight into a waste disposal van, heading straight to landfill.
There's no denying, if tasked to create a temporary activation, we might have pitched something very similar and it's tricky to dictate disposal methods as a creative agency.
It is important to establish green disposable practices and open loop material schemes in order to avoid the prospect of retail kit being crammed into skips in the future. Greener methods of waste disposal and recycling have the power to become important decision makers in both retail and brand collaborations in the future.
Great film though! 👍