Ice Break (Aus)

Drag Race ‘Em | Film/Social/OOH

How does the Iced Coffee that Adds a Motor To Your Day make the big decisions? By drag racing of course.

To kick things off we added a motor to the campaign – literally – by turning two billboards into high octane drag racing machines. We then followed this up by customizing four classic Australian muscle cars and racing  them down the quarter mile at Eastern Creek Dragway, to settle two age old debates – Guitar Solo vs. Drum Solo and Kung Fu vs. Sci-Fi.

The ICE BREAK Facebook fans were involved every step of the way helping to decide on the original themes, as well as all the key features and customizations of the cars. We then gave away all four muscle cars to ICE BREAK fans in an on-pack Facebook promo.