Best of 2014 #4 Print/Outdoor/Design: Mattel Teams Up With Car-Rental Agency to Rent Hot Wheels to Kids

Ogilvy Paris Does Some Seriously Genuis Co-Branding

Published On
May 06, 2014

Editor's Pick

Through this week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.

At #4 in Print/Outdoor/Design, Ogilvy Paris devised this clever co-branded effort between a beloved kids' toy brand and car rental company Europcar. At the latter, Mattel set up the "First Rental Car Agency for Kids," where kids could rent toy wheels while their parents hired the real thing. The kids even got to sign rental contracts and were subject to late-return fees.

Original Post:

Hot Wheels has created a smart stunt in collaboration with European car rental agency Europcar.

Working with Ogilvy and Mather, Paris, Hot Wheels parent Mattel set up the "First Rental Car Agency for Kids." When parents went to Europcar to book a car for the family vacation, on hand were representatives from Hot Wheels who rented out cars to kids -- complete with rental contract and late-return penalties.

When kids didn't return the cars, the parents' credit cards were charged, leading to some revenue for the company. It also was able to tell which cars were most popular by analyzing what cars were returned and which ones were kept.

Read more about the project on


May 06, 2014
Brand :
Client :
Agency :
Ogilvy & Mather-Paris
Chief Creative Officer :
Chris Garbutt
Executive Creative Director :
Kurt Novack
Executive Creative Director :
Yvan Hiot
International Creative Director :
Patrick Sullivan
Copywriter :
Peter Metcalfe
Art Director :
Andre Tingberg
Art Director :
Bastien Baumann
Agency Producer :
Annette Hallum
Agency Producer :
Jean-Luc Bagnara
Project Management :
Lucie Gillot
Media Planning :
Severine Bernelin
Social Strategist :
Andrea Colaianni
Content Planner :
Victor Loiseau
Film Director :
Matthieu Vollaire (Marsellus)
Associate Brand Manager :
Florian Pitout (Mattel)
Interim Chief Marketing Officer :
Bernd Schmaul (Europcar)
International Marketing Manager :
Caroline Verhague-Soudon(Europcar)
Director, Communications :
Florence Beyaert (Europcar)

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Project Type