Hotwheels wanted to communicate the Hotwheels experience, for both parents and kids with a very limited budget.

We created a new media designing a billboard structure and placing it at an strategic place, one of Bogotá’s main highways, in order to captivate the imagination of both Children and their parents, and we decided to transform an ordinary surpass bridge in Bogotá into a brand experience. Permission took months and tons of paperwork.Hotwheels seemed like a brand that had done it all, we wanted something fresh yet simple.

With a investment under US $20.000 we made possible for an ordinary surpass bridge to take hundreds of parents in a journey back to their childhood, to take hundreds of children in a journey to imagination and took the brand, on a trip around the world; featuring "Hotwheels Loop" in hundreds of web sites and blogs, besides of being voted and commented in Facebook and Twitter for thousands of people. Hotwheels kept the flame alive.