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Web Film

Ice Break: Kung Fu vs Sci-Fi Teaser

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When Ice Break and agency The Monkeys, Sydney decided to settle the age-old rock 'n' roll debate of guitar solo vs. drum solo, they did it the obvious way - with a drag race.

Following on from the recent motorised billboard drag race that launched their national outdoor campaign, Ice Break has customised two classic Australian muscle cars.

The Ice Break Facebook fans were involved every step of the way helping to decide on the original theme, as well as all the key features and customisations of the two cars.

Another two classic Australian muscle cars, also customised in-line with the new debate of Kung Fu vs. Sci-fi, will race soon after in an epic battle of cult movie themes.

Ice Break drinkers are able to win any of the four muscle cars simply by purchasing a bottle from the Ice Break range.

Says Micah Walker, Creative Partner, The Monkeys: "We've had quite a bit of fun with this, and the fact that it's been going so well with entries and sales is a testament to all involved. Big thanks to Matt Devine the folks at Paramalat, and in particular Mat Abet and the team for tirelessly keeping up with all the enthusiastic fans."

Representing a Guitar Solo, (a 1973 VJ E44 Valiant Charger 318 V8) and a Drum Solo, (a 1970 XY Ford GT Replica 351 V8) a race down the quarter mile at Sydney's Eastern Creek Dragway was born.
Credits Other credits

Head of Projects: Josh Mullens (Will O'Rourke)

Parmalat 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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