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The NEW Category
Entrant: Ogilvy México, México City
Hot Wheels
"Track Tape"
Media Type: Direct
Corporate Name of Client: Mattel México
Client Account Director: Giancarlo Melloni
Agency Account Director: Alejandra Gómez Kraus
Agency: Ogilvy México, México City
Chief Creative Officer: José Montalvo
Executive Creative Director: Miguel Angel Ruiz Reyes
Creative Directors: Victor Alvarado/Fernando Carrera
Copywriters: Fernando Carrera/Victor Alvarado
Art Directors: Victor Alvarado/Fernando Carrera
Agency Producer: Juan Pablo Osio

Basic description of the project:
We developed an economic and simple product: an adhesive tape that transforms any place into a Hot Wheels track, with zero dollars of media investment. the Track Tape became media by itself, placed exactly where the target audience, children, want to use it. The Track Tape remains placed where the children placed it. Therefore, it works as an outdoor ad, inviting other children to play with Hot Wheels cars, thus generating even more brand experiences and consume occasions.

LIA 2011©

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