LIVING ROOM CITY

TitleLIVING ROOM CITY
ClientMATTEL EAST ASIA
Product / ServiceHOT WHEELS
CategoryB01. Posters
EntrantJ. WALTER THOMPSON BANGKOK, THAILAND
Entrant Company J. WALTER THOMPSON BANGKOK, THAILAND
Advertising Agency J. WALTER THOMPSON BANGKOK, THAILAND
Production Company Illusion Co., Ltd. Bangkok, THAILAND

Brief Explanation

HOT WHEELS is a brand that lives between reality and imagination. We made die-cast car toys with details resemble real-world cars, which allows kids to play HOT WHEELS with their limitless imagination.

The Brief

HOT WHEELS is a brand that lives between reality and imagination. We made die-cast car toys with details resemble real-world cars, which allows kids to play HOT WHEELS with their limitless imagination. HOT WHEELS are not just typical toys but we are toys that spark kids’ imagination.

Results

The campaign succeeded in bringing kid’s imagination to a new aspect that parents have never thought of before and it also changes their perspective on HOT WHEELS. Make them understand that HOT WHEELS are not just typical toys but we are toys that spark kids’ imagination.

How the final design was conceived

When kids play with HOT WHEELS cars, they don’t perceive them as just toys. Kids imagine that they were driving a “real car” in the city. In their imagination, all objects will transform into buildings as if they were driving around the city. We want to show what kids’ imagination looks like when they play with their HOT WHEELS. Their favorite spots of the house, kitchen and living room, were selected for this campaign. The computer-generated imagery (CGI) technique is chosen to create adorable design of the cities from kid’s imagination.

Indication of how successful the outcome was in the market

The campaign succeeded in bringing kid's imagination to a new aspect that parents have never thought of before and it also changes their perspective on HOT WHEELS. Make them understand that HOT WHEELS are not just typical toys but we are toys that spark kids' imagination.

Credits

Name Company Position
Matt Eastwood J.Walter Thompson Chief Creative Officer Worldwide
Satit Jantawiwat J.Walter Thompson Bangkok Chief Creative Officer
Supachai Toemtechatpong / Torsak Cheunprapar J.Walter Thompson Bangkok Creative Director
Nopharit Dusadeedumkoeng J.Walter Thompson Bangkok Copywriter
Charnpanu Suchaxaya J.Walter Thompson Bangkok Art Director
Rebecca Cortrell Mattel East Asia Senior Marketing Manager- Boys Brands
Parattajariya Jalayanateja J.Walter Thompson Bangkok Managing Director
Parinyaporn Srangsomwong J.Walter Thompson Bangkok Account Manager
Duangporn Mujanatongsuk Mindshare Partner, Client Leadership
Kiatsuda Chumjaijit J.Walter Thompson Bangkok Agency Producer
Surachai Puthikulangkura Illusion Co.,Ltd. Photographer
Surachai Puthikulangkura / Supachai U-Rairat Illusion Co., Ltd. Illustrator
Somsak Pairew Illusion Co., Ltd. Production Producer