Mattel wanted to communicate the Hotwheels experience to both parents and kids, with a very limited budget. Hotwheels seemed like a brand that had done it all; our challenge was to create something fresh yet simple. We designed a special billboard structure and placed it at a strategic place, a surpass bridge in one of Bogotá’s main highways, to reproduce a real scale track, captivating the imagination of both children and their parents. It transformed an ordinary surpass bridge in Bogotá into a brand experience. Permission took months and tons of paperwork.
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