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LIVE TOY TRAFFIC

basics
Industry: Toys & Games
Media:Promotion & Event
Market:Guatemala
Style: Minimalism
descriptioncnen
Describe the brief from the client:
The objective was to launch Bburago scale toy cars in Guatemala, and show the realism of our toy cars in a market where the generic for the category is call 'Hotwheels'.
Bburago toy cars come in different scales so the target was mainly boys from 3 to 100 years old.

Promotion Development:
With an application that detects the moving pixels and turns the background into a blue screen (same technology as the Apple's Photo Booth app), we went to the most transited streets in Guatemala City and converted 2 LED screen billboards into child's playgrounds and all the passing cars into Bburago scale toy cars in real time.
Each billboard had a camera that captured the traffic and the application changed the background from the street into a table, a bedroom and a garden, places where children play with their toy cars.

Results:
After the one month campaign, a daily average of 400,000 cars were converted to Bburago scale cars, the brand awareness increased from none to 43% making many of our clients ask for the new Bburago 'Hotwheels'.

Relevancy to Product/Service:
Different from other brands of toy cars Bburago specialize in details making the models as real as a full size car. And here is where the idea was born: Show the realism of our toy cars converting your own car in a Bburago scale toy car.
From 'Land of Giants' to 'Honey I shrunk the Kids' manipulating the scale has always been a fascination for human kind and our brand main reason why.
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Copywriter:
Art Director:
Photography:
Animation:
Other credit:Production Manager: Victor Peréz
awards
Cannes Lions International Festival of Creativity 2014
Bronze Promo & Activation
Durable Goods
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