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 (ART) GUY HELM (CW)

AWARDS: 
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).

THE WORLD'S BEST DRIVER FILM 

In the following year 2013, Hot Wheels evolved from a toy brand to a global entertainment property. An epic, action-packed 22-minute movie starring Team Hot Wheels and Mario Andretti in never-before-seen vehicles.

INTERACTIVE MAP & LEADERBOARD

The race progress could be tracked online via an interactive map, displaying each of the race zones and the driver positions inside them, while the leaderboard displayed driver rankings as they progressed.

The content was launched via facebook and hotwheels.com
It was also aired simultaneously, globally across 204 countries on tv and cinema around the world, and translated into 33 languages.

WORLD'S BEST DRIVER FILM

Hot Wheels moved from just selling toys to becoming an entertainment franchise as the content has already attracted over 100 million viewers.


THE BACKFLIP STUNT 

The race for the World's Best Driver ends with a backflip off orange track, the final obstacle before crossing the finish line. Completing this stunt took months of training. However, the real story was not the stunt, it was the driver performing it. World record holder and decorated X Games gold medalist, Ronnie Renner stepped-up to be our driver. A legend in the world of FMX Freestyle Motocross, had performed countless backflips on a bike, but this time he would have his skill tested behind the wheel of a Hot Wheels vehicle. 


BEHIND THE SCENES ONLINE CONTENT 

Released in conjunction with our WBD film, a suite of behind the scenes videos were released, featuring bonus content, celebrity guests from the world of motorsports, and a deeper look into how each episode was made. The series was hosted by pro BMX star (and Team Hot Wheels Red driver) Aaron Ross.

DIRECTOR: KENN MACRAE | AGENCY: MISTRESS, VENICE