The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2008 One Show - Advertising

Plastic Cup

Agency Clemenger BBDO Melbourne & CSM Melbourne / Melbourne

Client Foster's Group/Carlton Draught
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URL

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Annual ID

08495G

About the Work

We devised a national event to rival the famous Melbourne Cup Horse Race: ìThe Carlton Draught Plastic Cupî, a foot race with $100,000 first place prize money-the largest prize for any foot race in Australia. Held during the Tattersall's Cox Plate, on the home straight, 18 contestants ran an obstacle course, wearing yellow robes (like the characters in the Big Ad), each carrying a plastic cup filled with beer. Contestants were disqualified if they finished the race with less than 200ml of beer in their cup. Potential contestants entered by purchasing a carton of Carlton Draught and entering an SMS code. Alternatively they could compete in an online game which simulated the race. The qualifiers won a place in the race and the chance to win $100,000. Due to its wide appeal, the race looks to become an annual part of the Melbourne Spring Racing Carnival.