The 2012 global campaign used 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.
The solution was to create an epic, globally distributed, episodic story based around real characters, stunts and a Double Loop toy. The fictional episodes' rich storyline talked to kids while a world record Double Loop at the X Games and viral corkscrew jump extended the Hot Wheels story to a massive older audience.
11 episodes of global branded entertainment content unfolding via TV, online, social media and live events.
GOLD Cannes Lion
SILVER Cannes Lion
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