Rush: Chelsea in a Rush to race at Bathurst
With just a few weeks to go until Bathurst, Rush Ice Coffee was looking for a quick and clever way to maximise its sponsorship of young female race car driver Chelsea Angelo. The challenge was to transform what would otherwise be a simple brand check into something more meaningful.
We knew that the 20-year-old had already claimed the title of being the youngest woman ever to drive in the V8 Supercar Championships. So as Chelsea lined up at the grid at the Supercheap Auto Bathurst Dunlop Series, we helped her set another first. Chelsea’s Prodrive Ford Falcon FG became the world’s very first V8 Supercar fitted with a cup holder!
After some clever engineering work and a fun photo opportunity, Chelsea’s Rush Iced Coffee cup holder captured national media attention. In 25 interviews over just three days, the young talent described how the cup holder represented her big break into a male dominated sport, helping Rush Iced Coffee to make its mark on one of the biggest days on the Australian motorsports calendar.