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The Monkeys and Ice Break's Billboard Drag Race



Glue Society shoots speedy stunt

The Monkeys and Ice Break's Billboard Drag Race


In 2011, Ice Break, the iced coffee that adds a motor to your day made international news headlines by adding a motor to a couch and creating the World’s Fastest Couch Stunt.

Almost a year later, Ice Break has gone one further by adding a motor to its new advertising campaign – literally – by turning two billboards into high octane drag racing machines. Aptly titled ‘Drag Race ‘Em’ the video is the first piece of content of many to be rolled out over the next few months as part of an ongoing campaign.
Created by Sydney agency The Monkeys, two billboard drag race took place at Sydney Motorsport Park in NSW. The two teams battled it out, billboard against billboard, burning rubber and proving that anything is better with a motor added to it. The Blue Ice Break billboard claimed victory, marginally beating the Red Ice Break billboard.
The winning billboard will now be featured around Australia as part of an extensive new campaign for the Ice Break brand which includes Ice Break, Ice Break Extra Shot and Ice Break No Added Sugar.
Janice Maree, Senior Product Manager, Ice Break Parmalat Australia Ltd, said: “Last year we decided to make a couch into a race car, but it didn’t have anything to race against! So this year we’ve one-upped our couch race by racing not one, but two of our own billboards against each other!”
Micah Walker, Creative Partner, The Monkeys said: “You certainly don’t get to decide which billboard you’re going to run in a national campaign by drag racing them very often, but I can assure you it was as fun as it sounds. Big thanks to everyone involved in helping us put this together...can’t wait to share the rest of campaign as it rolls out.”
Ice Break announced today that it will also give away four classic ‘muscle’ cars in the coming months as part of their summer promotion. Each unique car will be customised to a theme and used to settle age-old debates the only way possible – with a drag race.
Agency: The Monkeys
Executive Creative Director: Justin Drape
Creative Partner: Micah Walker
Digital Creative Director: Jay Gelardi
Art Director: Jed DePyper
Copywriter: Carlos Savage
Producer: Jade Wannell
Client Services Director: Dan Beaumont
Content Director: Gini Sinclair
Senior Content Manager: Kate Behne
Director: The Glue Society – Matt Devine
Executive Producer: Michael Ritchie
Production Company: Will O’Rourke
Head of Projects: Josh Mullens
Producer: Adrian Shapiro
DOP: Stephan Duscio
Client Credits
David Waugh: General Manager, Marketing
Jenni Booth: Marketing Manager, Beverages
Janice Maree: Senior Product Manager, Ice Break
Kimberley Dixson: Marketing Assistant, Beverages
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Categories: Soft Drinks

The Monkeys, Thu, 04 Oct 2012 11:23:20 GMT