Grand LIA   |   Winners   |   Finalists

Non-Traditional
Branded Content

Finalist

Entrant: Mistress, Los Angeles
Hot Wheels
"Hot Wheels For Real - Double Loop Dare"
  • Corporate Name of Client:
    Mattel Inc
  • Client Account Directors:
    Simon Waldron, Felix Holst
  • Agency Account Directors:
    Christian Jacobsen
    Jens Stoelken
    Brittany Driscoll
  • Agency:
    Mistress , Los Angeles
  • Executive Creative Directors:
    Damien Eley
    Scott Harris
  • Copywriters:
    Guy Helm
    Shelley Chidley
  • Art Director:
    Elisa Tan
  • Agency Producer:
    Kay Lynn Dutcher
  • Design Director:
    Blake E Marquis
  • Production Company:
    Bandito Brothers , Los Angeles
  • Director:
    Mike 'Mouse' McCoy
  • Executive Producer:
    Suzanne Hargrove
  • Producer:
    Ryan Slavin
  • Visual Effects :
    Stephen Lawes
    Sean Cushing
  • Editor:
    Jeff Tober
  • Description of the Project:
  • The objective of this project was to use rich entertainment content rather than traditional advertising to spread Hot Wheels' global brand messaging to a bigger audience than just the core young boy, making it relevant to boys of ALL ages.
The solution was to create an epic, globally distributed, episodic story based around real characters, stunts and a Double Loop toy.
The fictional episodes' rich storyline talked to kids while a world record Double Loop at the X Games and viral corkscrew jump extended the Hot Wheels story to a massive older audience.
11 episodes of global branded entertainment content unfolding via TV, online, social media and live events.
Two world records.
Distributed to 204 countries.
67 million organic views.
Over 3 billion media impressions.
One brand huge story.
No traditional advertising.