Putting Mickey and the Roadster Racers on the map

The Brief

The new Disney Junior series ‘Mickey and the Roadster Racers’ features the iconic mouse and his old pals Minnie Mouse, Donald Duck, Daisy Duck, Goofy and Pluto, as they race across the globe on action-packed adventures, each in his or her own special car.

To gear up excitement about the launch of the series on Disney Junior, we devised an integrated campaign which included a real-life car as the PR element. The car motored around London, stopping off at Westfield and the London Motor Show. In conjunction we designed and built a bespoke iD6, and large digital banners for Westfield.

The Solution

The car motored around London, stopping off at Westfield and
the London Motor Show. In conjunction we designed and built a bespoke iD6, and large digital banners for Westfield.

The Results

Mickey’s Hot Doggin’ Hot Rod is the creation of BradleyDyerRaw
and a specialist team of engineers, model makers, designers and logistic specialists.

It took eight weeks to make, is 2.4 metres in length, features Mickey-shaped ‘ears’ on the roof, and a ‘28’ on the side, which represents the year in which Mickey Mouse first appeared on screen in ‘Steamboat Willie’ in 1928, 90 years ago.

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