Hot Wheels campaign concept:
"You put the limits"
"You put the limits"
This is a simple campaign based on the concept of how the limits of imagination and huge. When you see a kid playing even by himself/herself, you can see that he/she is playing with his/her imagination. You are the one that can put the limits to your imagination. If you don't put the limits, the imagination is endless, and in this case, the playground is also endless. You can play everywhere with any toy, but in this case, you can set the race or the path everywhere.
With this concept, I wanted to show to the kids that they can play everywhere, and everything is in their minds. If they believe they can play in their houses, at the park or wherever, that will be possible because is up to him to imaginate or think about different races.
So, as you can see in the images, there are "impossible" set-ups,with different perspectives that would be in real life, but the highway is even in those impossible environments. If you believe in it, just play it there!
