Life size Hot Wheels track

Love this Hot Wheels ad campaign (billboard?) from Ogilvy & Mather in Bogota Columbia. Courtesy of Communication Arts magazine.

Here’s the description from Ogilvy Bogota.
“To promote Hotwheels tracks, we wanted something fresh yet simple for a brand that seemed to have done it all. We took advantage of a car bridge in our city and reproduced a real scale track. A special structure was placed on the bridge in one of Bogota’s main highways in order to modify its shape, giving drivers the feeling of driving inside a giant Hotwheels track. We captured the imagination of both children and their parents, and transformed an ordinary surpass bridge in Bogotå into a brand experience. Hotwheels kept the flame alive.”

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