My partner and I got our hands dirty on this one; we wrote the show, wrote the song, co-directed the series and the animation.
Iced coffee in Australia is the most popular drink for blue collar workers (apart from beer of course). These guys are petrol-heads and tinkerers of the highest order. They add a motor to their day by drinking Iced Break. So we celebrated them by doing an entire series about all sorts of interesting Australian characters who'd added motors to some of the weirdest things in Australia.
To launch the show, we also commissioned a little project of our own... The world's fastest couch. Certified by Guinness, our couch holds the world record and garnered attention all over Australia for it's ridiculous epicness.
Add A Motor To It - Case Study
The World's Fastest Couch
The story of a man who wanted an Extra Dry so bad he grew it from his own hair.
Tooheys Extra Dry or 'TED" was the most popular beer for blokes 18-30 in Australia. These guys were sick of the typical, bloke-y Aussie beer ads and wanted something different. The Harvested campaign told the unusual story of a farmer who went to crazy lengths to make a beer that was 'different' from the rest.
Tooheys Extra Dry 'HarvesTED'
Harvested Case Study
The only way to make things better than adding a motor to them, is to add a motor to them and then drag race them. Of course.
For the sequel to our successful 'Add a Motor to It' campaign, we had to up the stakes. The only logical thing to do after you've added a motor to things is of course to race those things, so that's what we did.
We opened the 'Add a Motor to It' idea to the fans of Ice Break and asked them what 'things' we should add a motor to, then race. They voted on topics, the we turned vintage muscle cars into those topics and raced them against each other. At the end of the races, we gave away the customised cars as part of the promotion.
To launch this ludicrous idea, we built two bill boards and drag raced them against each other. Obviously.
Ice Break Presents Racing Billboards
Ice Break Presents Drum Solo vs Guitar Solo - Decided Nov 5
Guitar Solo vs Drum Solo Decided by Drag Race
Ice Break Presents Kung Fu vs Sci-Fi - Decided Nov 22
Kung Fu vs Sci-fi Decided by Drag Race
UBank Ad. The Man Who Fell
When Australian Newspapers rightfully feared the oncoming onslaught of fake news from the internet, they employed us to implore their readers. Did it work? A bit. Did the old-school print ads look nice and win a couple awards? Yes they did.
An ad for Australia's biggest radio station. This show brought three diverse comedians together for the first time. Some combinations are just funny.