Hot Wheels Mattel

Skate to Scale

Agency: Thinkerbell

Content video shared by @poppystarr @jarrydhughes @rubytrew


To celebrate the Australian launch of Hot Wheels Skate™, the iconic brand’s first-ever foray into skate toys, Hot Wheels™ have shrunk Australia’s most iconic skatepark - Bondi Skatepark - to a 1:36 scale miniature especially designed for fingerboarding.

The one-of-a-kind miniature Bondi Skatepark sculpture made its way to Bondi to mark the official launch. Professional Australian skateboarder Poppy Starr Olsen, Olympian Jarryd Hughes, and up-and-coming skater Ruby Trew were the first to try it out alongside local kids and fingerboard talent – all captured and turned into a skateboarding vs. fingerboarding content video for their socials.

The Bondi Skatepark replica will be touring skate and extreme sports events and also skate shops and big retailers across Australia.

This professional campaign titled 'Skate to Scale' was published in Australia in September, 2022. It was created for the brands: Hot Wheels and Mattel, by ad agency: Thinkerbell. This Ambient, Experiential, and OOH Outdoor media campaign is related to the Toys industry and contains 4 media assets. It was submitted over 1 year ago by Copywriter: ANDRE PINHEIRO of Thinkerbell.


Client: Hot Wheels Australia
Senior Marketing Manager: Libby McEniry
Brand Manager: Sarah Henson
Marketing Coordinator: Sarah Rankine

Advertising Agency: Thinkerbell
Executive Creative Director: Ben Couzens
Lead Creative: André Pinheiro
Creative: Elsa Caruso
Lead PR: Lauren Anderson
Lead PR: Tarah Miller
PR: Bass Hornor
Editor: Oliver Eyre
Designer: Alex Virr

Content Creation: Spilt Milk
Bondi Skatepark miniature build: Yippee Ki Yay


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