Mini BarbieLand paints the town pink with the launch of its new collection, via Hardhat

Hardhat, the agency built on behaviour change for challenger brands, worked with iconic toy retailer Mattel to bring the vibrant world of Mini BarbieLand to the streets of Melbourne and Sydney, as part of the launch of a new collection.

Two striking pink murals were installed in Richmond, Melbourne, and Paddington, Sydney during the month of August.

While murals traditionally feature gigantic artwork and lettering to take advantage of the bigger space and canvas, Hardhat used the strength of the Barbie brand codes to go mini with our campaign.

By juxtaposing eye-catchingly small silhouettes of the new Mini BarbieLand collection against an immense wall of pink, they allowed enthusiasts, young and old, to experience the new collection up close. Additionally, enthusiasts could bring home some of their favourites from the new Mini Barbieland collection home, with stock refills occurring thrice a week.

Ahead of the launch, we also built online hype with teaser social videos accompanied by a bespoke Mini BarbieLand microsite featuring a countdown to the next refill, and an interactive wall revealing information about where visitors will be able to find the murals.

Hardhat was founded in 2005. The agency creates behaviour change for challenger brands through a combination of creativity and behavioural insights.