Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
It’s not often that advertisers get to break world records. But when Mistress Creative, a boutique agency based in Los Angeles, was tasked with helping Mattel’s Hot Wheels reach a new demographic, the team members minds went immediately to stunts.
Big ones.
At the 100th Indianapolis 500 in 2011 and the X Games in 2012, Mistress and Mattel unveiled life-size, world-record-breaking versions of Hot Wheels products—the 100-foot V-Drop at the first event and, wilder still, the Double Loop Dare at the second.
In tandem with these events, Mistress developed a mythical storyline about a secret Hot Wheels Test Facility, which it told through 11 videos that drew millions of views on YouTube and across social media channels.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in