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Top 10 Campaign in Automotive · August 2026
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Top 10 Campaign
Automotive · August 2026

Hot Wheels Legends: Maluma’s Colombian Land Cruiser

PR Campaign
Friday 28th August, 2026

Hot Wheels named Maluma one of its first Legends and worked with him to create a miniature Toyota Land Cruiser FJ60 inspired by his Colombian roots, childhood toy-car collection and music. The campaign turned that personal story into a collectible, supported by a $100,000 donation to his foundation for arts programmes helping vulnerable young people.

Why it worked: It fused a tangible collectible drop with a personal origin story and a timed $100k philanthropy peg, giving editors news, visuals, and purpose.

The lesson: Consider turning a founder’s formative story into a limited-edition object with a charitable time-boxed hook journalists can headline.

Hot Wheels El Arte de los Sueños
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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