CURL by Ogilvy & Mather Bogota for Hot Wheels


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Industry Toys
Media Design & Branding
Market Colombia
Agency Ogilvy & Mather Bogota
Creative Director Diego Cardenas, Mauricio Guerrero
Art Director Daniel Mora, Camilo Ruano - Andres Hernandez, Carlos Andres Lopez
Copywriter Juan Cardenas - Julian Gutierrez - Daniel Rincon
Photographer Javier Crespo
Released March 2011

Credits & Description

Category: Public Spaces
Advertiser: MATTEL
Product/Service: HOT WHEELS
Date of First Appearance: Mar 3 2011
Vice President Creative: John Raul Forero (Ogilvy & Mather Colombia)
General Creative Director: Juan Jose Posada (Ogilvy & Mather Colombia)
Creative Director: Mauricio Guerrero (Ogilvy & Mather Colombia)
Creative Director: Diego Cardenas (Ogilvy & Mather Colombia)
Copywriter: Julian Gutierrez (Ogilvy & Mather Colombia)
Art Director: Andres Lopez (Ogilvy & Mather Colombia)
Art Director: Camilo Ruano (Ogilvy & Mather Colombia)
Art Director: Daniel Mora (Ogilvy & Mather Colombia)
Photographer: Javier Crespo (Foto Estudio Crespo)
Art Buyer: David Alvarado (Ogilvy & Mather Colombia)
Account Director: Fabio Quiroga (Ogilvy & Mather Colombia)
Production: Freddy Rivero (Ogilvy & Mather Colombia)
Production: Leonardo Miranda (Ogilvy & Mather Colombia)
Director Boys Center-South American: Eduardo Baez (Mattel)
Media placement: Ambient - Bridge - March 03-11 / 2 Weeks

Describe the brief from the client
Hotwheels wanted to communicate the Hotwheels experience, for both parents and kids with a very limited budget.

Describe the challenges and key objectives
Our challenge was to reach 2 targets: Children and their parents. To do so, we designed a billboard structure and placed at an strategic place, one of Bogota's main highways, to captivate the imagination of both children and their parents, and we decided to transform an ordinary surpass bridge in Bogotá into a brand experience. Permission took months and tons of paperwork.
Hotwheels seemed like a brand that had done it all, we wanted something fresh yet simple.

Describe how you arrived at the final design
We had to scout dozens of highway bridges, once we found it, we took pictures of it and created the digital image on a 1:1 scale. Meanwhile engineers designed the structure. Three digital images of the bridge later we were ready to install.

Give some indication of how successful the outcome was in the market
With a investment under US $20.000 we made possible for an ordinary surpass bridge to take hundreds of parents in a journey back to their childhood, to take hundreds of children in a journey to imagination and took the brand, on a trip around the world; featuring "Hotwheels Loop" in hundreds of web sites and blogs, besides of being voted and commented in Facebook and Twitter for thousands of people. Hotwheels kept the flame alive.