How a Tiny Toy Makes A Large Impression

Hot Wheels recently did some very creative marketing, although not quite considered guerrilla marketing. Ogilvy&Mather placed large billboards along the streets of Mexico to simulate what it would be like for a child to play with hot wheel toy cars. See the most recent campaign example video below.


Agency: Ogilvy&Mather – Mexico D.F., Mexico

I must say that Hot Wheels has been kicking up their marketing effort as I stumbled on this 3D Projection mapping campaign that really excited the young child inside me. I forgot how much Hot Wheel toy cars excite me and enrich the imagination!

On Thursday March 10, Hot Wheelsâ„¢ lit up Circular Quay, showcasing groundbreaking 3D projection technology at Customs House in Sydney, Australia. In a spine tingling show, the notorious Hot Wheelsâ„¢ Skull Racers shattered the facade of Customs House as they competed in the ultimate speed racing battle.

Brought to life by international digital advertising agency Muse Amsterdam, in collaboration with PostPanic and BeamSystems, the projection featured footage of the world’s fastest vehicles in a stunt ridden challenge, travelling through the Customs House facade and into a fantasy world. Hot Wheels fans, young and old, were kept on the edge of their seats as the racers smashed their way through one of Sydney’s most historic buildings.


Mattel (AUS)
Senior Marketing Manager: Amanda Allegos
Senior Brand Manager: Ben Caddy

Muse Amsterdam (NL)
Client Services Director: Michael Littaur
Project Managers: Bert-Jan Strating, Wouter Donkers
Creative Director: Sander Ejlenberg
Art Director: Philia Beroud
Design: Magnus Löwing , Elano Collaco do Monte Teixeira
Strategy: Karlijn van den Berg

Production & Animation: PostPanic (NL)
Technical supervision & Play-out: BeamSystems (NL)
Sound design: Massive Music
Local Agency Mattel: 2Fish (AUS)
Hardware: TDC (AUS)

[via muse]

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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