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Industry: Toys & Games
Media:Promotion & Event
Market:United States
Style: Minimalism
Describe the campaign/entry
This campaign was pushed to a truly global audience, translated into multiple languages and had to make sense in many different cultures.
A simple, action-driven plot driven through Branded Entertainment meant that we could navigate different cultural foibles and the big, branded World Record stunts also drove the entertainment story through PR channels.

The Hot Wheels For Real strategy is born from the insight that Hot Wheels lives between the worlds of reality (each die-cast car is designed as a 1:64 ration to a real car) and imagination (the limitless patterns that kids apply to the little cars).

Add the characters of Team Hot Wheels and the storyline of the Hot Wheels Test Facility and you have a brand framework that supports an entertainment franchise model rather than just advertising and talks to a far larger (and older) audience.

The objective of this project was to use rich entertainment content rather than traditional advertising to spread Hot Wheels' global brand messaging to a bigger audience than just the core young boy, making it relevant to boys of ALL ages.

Hot Wheels released an Episodic story aimed at young kids in which the Head of the Hot Wheels Test Facility challenges Team Hot Wheels to a whole series of impossible tests. These stunts, being part of a rich, fantastical storyline, were real but staged and augmented with VFX.

But in certain episodes, real stunts attached to globally televised distribution channels such as X Games were woven into the storyline.
A huge, global older audience was then led to the content through these cultural activations.

- 11 episodes of global branded entertainment content unfolding via TV, online, social media and live events.
- Two world records.
- Distributed to 204 countries.
- Over 67m organic views.
- Over 3bn media impressions.
- One of YouTube's top organic viral campaigns for 2012.
- One huge brand story.
- No traditional advertising.
Creative Director:
Art Director:
Other credit:Interactive Director: Blake E. Marquis
Brand Director: Brittany Driscoll
Director: Mike 'Mouse' McCoy
VFX Producer: Sean Cushing
VFX Creative Director: Stephen Lawes
VP Boys Marketing: Stephen Lawes
VP Boys Marketing: Simon Waldron
VP Design: Felix Holst
Marketing Director: Anye Deanna
Marketing Manager: Missy Alpert
Marketing Manager: Chris Boumann
Cannes Lions International Festival of Creativity 2013
Gold Branded Content & Entertainment
Best use or integration of experiential events
Cannes Lions International Festival of Creativity 2013
Silver Promo
Best Use of Experiential Marketing in a Promotional Campaign
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