The NEW CategoryEntrant:
Hot Wheels "Track Tape"
Credits 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.