Andrew Wagenhals

Barbie #MoreRoleModels


Celebrating role models to inspire more girls. 

Barbie is committed to shining a light on empowering role models past and present in an effort to inspire more girls. In honor of International Women's Day, the brand celebrated more women than ever, across the globe, with a doll in their likeness.


Creating a destination.

We created a hub on for users to read about our mission, watch campaign videos, explore a library of role models and learn about their accomplishments, shop inspiring product, and access educational materials. 


Highlighting role models on social.

Using instagram stories and in-feed posts we raised awareness of the Barbie Sheroes program, promoted the Barbie Inspiring Women doll line, and drove users to learn more about role models on the campaign website. 


Deliverables + Role

Branding, campaign website, instagram stories, social posts, digital banners.

Visual Design Lead. 2018.


2.3B+ Global Impressions. CNNMashableHuffington PostUSA TodayAdAgeBuzzfeedFortuneNewsweekCosmopolitanAdweek.


2018 Shorty Social Good Award, Best Integrated Campaign
2018 #Femvertising Award, Next Generation