HOT WHEELS

CHALLENGE

Millennial Parents pay a premium for toys they view as developing their children’s minds. Hot Wheels, however, wasn’t seen as offering anything more than high-octane fun.

AUDIENCE INSIGHT

When framed as problem-solving, parents began to see how playing with Hot Wheels tracksets instills their kids with the grit to overcome obstacles.

STRATEGY

Hot Wheels teaches kids that crashing is the fun way to grow.

CREATIVE

We created a film about a boy learning to try, fail, repeat, and grow with Hotwheels – learning that epic failures can teach you how to succeed.

ROLE

Strategy / Creative Brief