Hot Wheels: CURL

Credits & Description:

Category: Other Consumer Products (including Durable Goods)

Advertiser: MATTEL

Product/Service: HOT WHEELS

Agency: OGILVY & MATHER COLOMBIA

Date of First Appearance: Mar 3 2011

Entrant Company: OGILVY & MATHER COLOMBIA, Bogotá, COLOMBIA

Vice President, Creative: John Raul Forero (Ogilvy & Mather)

General Creative Director: Juan Jose Posada (Ogilvy & Mather)

Creative Director: Mauricio Guerrero (Ogilvy & Mather)

Creative Director: Diego Cardenas (Ogilvy & Mather)

Copywriter: Julian Gutierrez (Ogilvy & Mather)

Art Director: Andres Lopez (Ogilvy & Mather)

Art Director: Camilo Ruano (Ogilvy & Mather)

Art Director: Daniel Mora (Ogilvy & Mather)

Photographer: Javier Crespo (Foto Estudio Crespo)

Art Buyer: David Alvarado (Ogilvy & Mather)

Account Director: Fabio Quiroga (Ogilvy & Mather)

Production: Freddy Rivero (Ogilvy & Mather)

Production: Leonardo Miranda (Ogilvy & Mather)

Client: Eduardo Baez (Mattel)

Media placement: Ambient - Bridge - March 03-11 /



Insights, Strategy & the Idea

Hotwheels wanted to communicate the Hotwheels experience, for both parents and kids with a very limited budget. Our goal was to create a fresh way to reach these targets at the same time.



Creative Execution

We created a new media designing a billboard structure and placing it at an strategic place, one of Bogotá’s main highways, in order to captivate the imagination of both Children and their parents, and we decided to transform an ordinary surpass bridge in Bogotá into a brand experience. Permission took months and tons of paperwork.

Hotwheels seemed like a brand that had done it all, we wanted something fresh yet simple.



Results and Effectiveness

With a investment under US $20.000 we made possible for an ordinary surpass bridge to take hundreds of parents in a journey back to their childhood, to take hundreds of children in a journey to imagination and took the brand, on a trip around the world; featuring "Hotwheels Loop" in hundreds of web sites and blogs, besides of being voted and commented in Facebook and Twitter for thousands of people. Hotwheels kept the flame alive.