Adam Henkel
Writer/Creative Lead
Over the years, I’ve had the privilege of making cool work for clients like Miller Lite, Disney, Procter & Gamble, Kraft, and more. I’m currently blowing my inner child’s mind by working for Mattel and Hot Wheels. Outside of work, you can find me being emotionally manipulated by my toddler and getting in over my head with various home improvement projects.
Hot Wheels: Speed Snap
Recently, Hot Wheels reimagined its iconic orange track with Speed Snap, a cutting-edge new track that’s easier for kids to snap together. To help introduce this new system, we enlisted the help of legendary NFL quarterback Russell Wilson and his son Win.
Links
Business Wire
Sports Illustrated
Fast Company
Hot Wheels x Formula One
For the first time ever, these two iconic car brands united in a groundbreaking partnership. Speaking to adult collectors, our campaign centered around Hot Wheels F1 die-cast cars being so realistic and detailed, they’re as close to real F1 race cars as you can get.
Links
The Drum
Car and Driver
Toy Book
Hot Wheels: Challenge Accepted
Hot Wheels is more than just flashy cars and sick loops. It’s about pushing the limits and striving to attain greatness. This campaign was the first of its kind for Hot Wheels, inspiring both kids and parents to tackle any obstacle and always say ‘Challenge Accepted.’
Links
Mattel
Challenge Accepted Home
Matchbox: Driving Toward a Better Future
The planet. What a concept. With sustainability front and center in people’s minds, Matchbox took initiative to ensure both parents and kids could feel good about buying the brand. This campaign educated shoppers on all the ways Matchbox helps shape a brighter future.
Links
Matchbox Sustainability
Top Gear
Hot Wheels: Driven to be Legendary
You never grow out of Hot Wheels. This adult-targeted campaign was the first of its kind for the brand, appealing to adult collectors and automotive enthusiasts. In addition to paid media, we launched a dedicated YouTube channel that immerses fans even deeper into the world of Hot Wheels and car culture.
Links
Driven to be Legendary
Shorty Awards
Hot Wheels Garage
Spoof Hot Wheels Cars
One of my favorite assignments is conjuring up fake Hot Wheels cars to celebrate various holidays and occasions on social. (I never miss an opportunity for bad puns and dad jokes.) Are the results kinda silly? Sure, but so am I.
House of Blues: National Fried Chicken Day
When Live Nation wanted to promote National Fried Chicken Day at their House of Blues locations, I pitched this dumb idea and it got approved—as long as I could do it with budget whatsoever. So I called in some favors and did everything I could myself. The result garnered thousands of views and interactions for the low, low price of zero dollars.
