• Loading…

Plastic Cup

Award: Wood Pencil

Wood Pencil / Integrated / Integrated / 2008

We wanted a national event to rival the famous Melbourne Cup. The Carlton Draught Plastic Cup was a foot race with $100,000 prize money, the largest prize for any foot race in Australia. Held during the Cox Plate, 18 contestants ran an obstacle course, each carrying a plastic cup filled with beer. The first to the finish line with at least 200mls of beer remaining in their plastic cup won $100,000. Potential contestants entered by purchasing a box of Carlton Draught, competing in an online game which simulated the race, or through various radio promotions. The race gained millions of dollars worth of free publicity and is set to become an annual part of the Spring Racing Carnival.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again