Parmalat Digital DRAG RACE 'EM by The Monkeys

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Industry Milk
Media Digital, Interactive & Mobile
Market Australia
Agency The Monkeys
Director Matt Devine
Executive Creative Director Justin Drape
Art Director Jed De Pyper
Copywriter Carlos Savage
Producer Adrian Shapiro
Digital Creative Director Jay Gelardi
Released February 2013

Credits & Description

Advertiser: PARMALAT
Category: Best Digitally Led Integrated Campaign
Advertising campaign: DRAG RACE 'EM
Executive Planning Director: Fabio Buresti (The Monkeys)
Art Director: Jed De Pyper (The Monkeys)
Copywriter: Carlos Savage (The Monkeys)
Senior Content Manager: Kate Behne (The Monkeys)
Channel Planner: Mat Rawnsley (The Monkeys)
Creative Partner: Micah Walker (The Monkeys)
Agency Tv Producer: Jade Wannell (The Monkeys)
Producer: Adrian Shapiro (Revolver/Will O'Rourke)
Client Services Director: Dan Beaumont (The Monkeys)
Content Director: Gini Sinclair (The Monkeys)
Head Of Projects: Josh Mullens (Revolver/Will O'Rourke)
Executive Creative Director: Justin Drape (The Monkeys)
Director: Matt Devine (The Glue Society)
Executive Producer: Michael Ritchie (Revolver/Will O'Rourke)
Digital Creative Director: Jay Gelardi (The Monkeys)

Brief Explanation
When Ice Break, the iced coffee that ‘ADDS A MOTOR TO YOUR DAY’, does an on-pack promo, we drag race the shit out of the prizes, obviously. So, we picked up four classic Aussie muscle cars and headed to the strip to settle some scores, Ice Break style.To elevate the desire for the prizes, we created responsive content that allowed fans to get up close and personal with the cars. And after two months of petrol driven mayhem, when the love for the custom cars was well into overdrive, we gave them all away to lucky Ice Break drinkers.