Create a spectacular, exciting and memorable real-life concept for Hot Wheels Australia, that brings the brand as a whole to the target audience and is engaging enough to go viral.

Target audience:
vehicle loving boys of all ages, consisting of 60% toy users, and 40% male collectors.Take into account:Brand values: optimistic, genuine, outrageous, fearless, competitive.Incorporate Hot Wheels icons; orange tracks, cars and toy characters.

Reason to believe: Hot Wheels is the brand that drives the most thrilling vehicle experiences in the world.

The visual style of the movie had to reflect the fun, fantasy and energy of the Hot Wheels brand. We wanted to seamlessly mix reality and fantasy elements to take fans and friends on a ride to a fantasy world they could imagine themselves racing in.
Therefore the Hot Wheels Secret Race Battle was brought to life in a world that mixed photorealistic elements with hyper saturated cartoon style animation. Elements of the cars, water, fire, etc. retained the photorealistic look, while objects like the skull and the tracks retained a more playful cel shading and animation style.


The projection was not only enjoyed by over two thousand people live at the Customs House, as the event was top listed in many online and offline Sydney event calendars in the days prior to the event.The biggest success was the editorial value on TV and the Web.Hundreds of websites and blogs posted the movie, sharing the Hot Wheels passion and appreciating the end result of the 3 1/2 minutes 3D movie.Results:* Views online & mobile: 103,000.Reach: 12 million contacts.* still counting as the movie was recently broadcast on March 10th, 2011