HOT WHEELS

CHALLENGE

Mattel came to us seeking a brand campaign that gearshifts Hot Wheels from just advertising toys to kids to winning their parents over as well. The problem: Parents didn’t think Hot Wheels was anything more than high-octane fun and didn’t buy claims like “early STEM development.”

AUDIENCE INSIGHT

When framed as ‘problem-solving,’ parents began to understand how the Hot Wheels track sets teach their kids the grit to overcome obstacles in their way.

STRATEGY

Show how Hotwheels teaches kids that crashing is the fun way to grow

CREATIVE

Instead of shying away from showing failure, we focused on how unsuccessful challenges are a crucial step in teaching kids determination, perseverance, and grit—because stepping up to the challenge is what helps them grow. We created a manifesto film in the voice of a child delightfully pushing their limits with Hot Wheels. Every epic failure drives an even more ambitious attempt until the boy ultimately succeeds. From this film, we created a suite of social media assets across the funnel from high-level awareness to selling individual track sets.

RESULTS

• TBD

ROLE

Strategy / Creative Brief