ART DIRECTOR / CREATIVE DIRECTOR
SUREMEN V8 FAST CASH RACES
The Suremen V8 launch needed to be exciting, full of adrenalin and socially shareable.
Unilever had a large pot of prize money so we created The Fast Cash Races - a tournament of incredible and unusual drag races, each one a nail-biting prospect.
We spent two days with the Top Gear production team at Santa Pod
drag strip capturing monster trucks, dragsters, light aircraft, quad bikes and sports cars.
Punters use their on-can code to enter the promotion online, where they are assigned a vehicle
and a race. If their vehicle wins the race, they win some fast cash - £10 every 5 minutes.
The campaign created some truly engaging content, delivered a dramatic increase in market share,
and beat Lynx to win the Gold IPM Award that year.
![]()
