The Monkeys launches billboard drag race for Ice Break

Just under a year after The Monkeys added a motor to a couch in a stunt for client Ice Break, the agency has staged a billboard drag race for the iced coffee brand.

The billboard race took place at Sydney Motorsport Park, and the winning billboard will now tour Australia as part of a new campaign for Ice Break, Ice Break Extra Shot and Ice Break No Added Sugar.

Janice Maree, senior product manager, Ice Break Parmalat Australia, 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.”

In a separate marketing push, Ice Break has announced today that it will give away four classic ‘muscle’ cars in the coming months as part of a summer promotion. Each car will be customised and used to settle conflicts via 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
  • 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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