HOT WHEELS FOR REAL | BRAND PLATFORM
"Hot Wheels For Real" is the brand platform that successfully transformed a toy car brand into an action sports & lifestyle brand, by living between the worlds of reality (each die-cast car is designed to 1:64 scale of a real car) and imagination (the limitless play patterns and creativity of a kids imagination when playing with Hot Wheels cars).
Unconventional approach was used instead of traditional advertising to spread Hot Wheels’ global brand messaging to a large audience than just the core young boy, making it relevant to boys of all ages.
DIRECTOR: MIKE "MOUSE" MCCOY | AGENCY: MISTRESS, VENICE | LEAD CREATIVES: ELI & GUY HELM
Cannes Lion | Branded Entertainment & Content — Gold
Cannes Lion | Promo & Activation — Silver
Cannes Lion | Non-Broadcast — Silver
Cannes Lion | Content & Contact — Silver
D&AD Pencil | Integrated & Earned Media — Graphite
Clio | Branded Entertainment & Content — Gold
Clio | Content & Contact — Gold
Clio | Integrated Campaign — Bronze
One Show | Non-Broadcast Short Form — Bronze
One Show | Non-Broadcast Long Form — Bronze
Andy | Branded Content — Gold
Hollywood A-List | Branded Entertainment — Gold
Hollywood A-List | Branded Content — Bronze
Guinness World Record | X Games Double Loop
Guinness World Record | 92' Corkscrew Jump
Distributed to 204 countries.
Over 67 million organic views.
Over 3 billion media impressions.
One of YouTube's top organic viral campaigns for 2012.
One huge brand story.
No traditional advertising.
In 2012, Hot Wheels for Real II came alive in an episodic story centering around live action ‘tests’ as the Test Facility. The storyline was designed to appeal to kids yet have enough badassery to keep even adult kids glued to their screens.
It revolved around real-life versions of the global toy line, such as the Double Dare Dare Snare (which also became ‘real’ when a 66-foot-tall version of it appeared at the X Games).