Mini Barbie Land
Mattel
For the Australian launch of Mini BarbieLand, we shrunk Barbie’s world—and flipped traditional out-of-home on its head. Instead of going big, we went tiny. We filled massive mural spaces in Melbourne and Sydney with bold Barbie pink—and left just enough room to hang hundreds of mini dolls, vehicles, and dream homes at kid-height. The catch? You had to find them first. With a social-led tease campaign and a simple call-to-action—“Find the wall and collect them all”—fans were sent on a city-wide scavenger hunt. Over 2,000 minis were claimed in just two weeks, with our team refilling the murals daily as they emptied almost as fast as we could restock. Proof that sometimes, thinking small can make the biggest impact.
Executive Creative Director: Reece Ryan
Creative Director: Jonathan Heath
Lead Experience Designer: Sarah Sweeney
Senior Art Director: Rhyen Ellis
Agency Producer: Alanna Jordan
Account Director: Sim Parwak
Client Services Director: Lasley Baker
Chief Strategy Officer: Dan Monheit
Strategy Director: Shane Duggan
Senior Designer: Taylor Moody
Junior Designer: Meg Avontuur
Executive Creative Director: Reece Ryan
Creative Director: Jonathan Heath
Lead Experience Designer: Sarah Sweeney
Senior Art Director: Rhyen Ellis
Agency Producer: Alanna Jordan
Account Director: Sim Parwak
Client Services Director: Lasley Baker
Chief Strategy Officer: Dan Monheit
Strategy Director: Shane Duggan
Senior Designer: Taylor Moody
Junior Designer: Meg Avontuur