Visit Arizona needed a bold, unexpected way to celebrate the Grand Canyon’s 100th birthday and engage a younger, selfie-loving audience in a way that would grow its social following.

We partnered with Mattel to send Barbie, celebrating her 60th birthday, on an Arizona bucket list road trip that ended in a joint birthday celebration. The campaign lit up social media, boosted Visit Arizona’s cultural relevance, and introduced the state’s beauty to a new audience.