Hot Wheels Design & Branding BIG HOT WHEELS by Ogilvy & Mather Mexico

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Industry Toys
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Director David Ruiz
Associate Creative Director Juan Carlos Espitia, Alfonso Diaz, Juan Carlos Palma, Luis Mata
Creative Director Abraham Quintana Garay
Art Director Jaime González Díaz De Cossío, Alexandre Espinosa
Copywriter Emanuel Aguilar, César Said Pérez Rubio
Photographer Carlos Arnaus
Released February 2012

Credits & Description

Category: Promotional Item Design
Product/Service: HOT WHEELS
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Ángel Ruiz (Ogilvy México)
Creative Director: Abraham Quintana (Ogilvy México)
Associate Creative Director: Luis Mata (Ogilvy México)
Associate Creative Director: Carlos Díaz (Ogilvy México)
Art Director: Jaime González Díaz De Cossío (Ogilvy México)
Copywriter: César Said Pérez Rubio (Ogilvy México)
Copywriter: Emanuel Aguilar (Ogilvy México)
Art Assistant: Adriana Galicia (Ogilvy México)
Head Of Art: Iván Carrasco (Ogilvy México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Art Buyer: Ereth Bolaños (Ogilvy México)
Planner: Jan Erhardt (Ogilvy México)
Director: David Ruíz (Unidad 59)
Photographer: Carlos Arnaus (Arnaus Y Vilchis Producciones)
Art Director: Alexandre Espinosa (Ogilvy Redworks)
Media placement: Activation? - Restaurants/Car Wash/Toy Stores - 24 February 2012

Describe the brief from the client
Toys aren’t designed for a specific age, but as people grow up, the way of playing changes. This is the Hot Wheels case. Grown-ups love the brand, but they don’t play in the same way they used to when they were children.

How to recreate the experience of playing with a Hot Wheels through the design, in order to make parents play with their children again?

Describe the challenges and key objectives
Big Hot Wheels was designed to recreate that pleasure of pimping up the cars, and transform them into something more showy, too fast and too furious. A lightweight, handy easy-to-put-on material that doesn’t need glue and that doesn’t damage the car bodywork was considered for this product.

Describe how you arrived at the final design
2 electrostatic vinyl graphic sticker kits reflecting Hot Wheels culture and style were designed.

Give some indication of how successful the outcome was in the market
Owing to its long service life, Big Hot Wheels provided the opportunity of always being a practical and exciting way of playing.