Integrated Campaign
Andrew Wagenhals
60th-thumbnail.png

Barbie 60th Annviersary

Inspiring girls since 1959.

 
 

Inspiring girls since 1959.

From astronaut to zoologist, there isn’t a plastic ceiling Barbie hasn’t broken. With over 200 careers and counting, she continues to inspire the limitless potential in every girl. To commemorate #Barbie60, the brand highlighted milestones in Barbie history and launched the biggest celebration of role models across the globe.

Leading up to the anniversary, we celebrated Barbie history to build awareness and better educate audiences on the brand. We launched a 60 day countdown of Barbie’s biggest moments on Instagram stories supported by a series of Barbie Through the Decades in feed posts. The content drove to an interactive history timeline on Barbie.com where users could explore more milestones.

 
 

Instagram Stories // Countdown to #Barbie60

 
Instagram Stories // Countdown to #Barbie60
 
 
60th-countdown_perspective-mock.png
 

Social Posts // Barbie Through the Decades

 
barbie60_through-the-decades_presentation.gif
 
 

Barbie.com // History Timeline

Barbie
 
timeline_lightbox.gif
 
 
 

The biggest celebration of role models.

In celebration of the brand’s 60th anniversary and International Women’s Day, Barbie proudly honored #MoreRoleModels than ever in an effort to inspire more girls. We highlighted the brand’s latest role models the dolls created in their likeness on social media.

 
 
 
barbie_role-models_stat.gif
 
 

Barbie.com // Role Models Campaign Page

 
role-models_a-spot.gif
 
barbie_role-models_landing-page.gif
 
bio-modal.gif
 
 
 
barbie-60_role-models_ig-stories.gif

Highlighting global role models on Instagram stories.

We featured our latest Barbie role models on Instagram stories and through in-feed posts driving to the campaign page.

 
barbie-60_role-models_OOAK-dolls.gif

Honoring empowering women through one-of-a-kind dolls.

To celebrate our role models we created dolls in their likeness and shared them on social.

 
 

Social Channel Banners

 
barbie60_role-models_social-banners.gif
 
 
 

Creating a destination.

We created a hub on Barbie.com to capture all the celebrations throughout the brand’s 60th year. Here users could read about our mission, find events near them, watch campaign videos, connect to our library of inspiring role models, shop anniversary dolls, and access educational brand materials. 

 
 

Barbie.com // 60th Anniversary Landing Page

Barbie.com // Anniversary Campaign Page

Deliverables + Role

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

Visual Designer. Logo design: Ingrid Petterson. Illustrations: Oliver Kei Lee and Alex Santa Clara. CW: Erin Foote. 2019.