The objective was to launch Bburago scale toy cars in Guatemala, and show the realism of our toy cars in a market where the generic for the category is call 'Hotwheels'.

Bburago toy cars come in different scales so the target was mainly boys from 3 to 100 years old.

With an application that detects the moving pixels and turns the background into a blue screen (same technology as the Apple's Photo Booth app), we went to the most transited streets in Guatemala City and converted 2 LED screen billboards into child's playgrounds and all the passing cars into Bburago scale toy cars in real time.

Each billboard had a camera that captured the traffic and the application changed the background from the street into a table, a bedroom and a garden, places where children play with their toy cars.

After the one month campaign, a daily average of 400,000 cars were converted to Bburago scale cars, the brand awareness increased from none to 43% making many of our clients ask for the new Bburago 'Hotwheels'.

Different from other brands of toy cars Bburago specialize in details making the models as real as a full size car. And here is where the idea was born: Show the realism of our toy cars converting your own car in a Bburago scale toy car.

From 'Land of Giants' to 'Honey I shrunk the Kids' manipulating the scale has always been a fascination for human kind and our brand main reason why.