Mrs Macs Crusty Challenge

Mrs Macs, a pie manufacturing company in Perth, Australia, is challenging Australians to compete in the Crusty Challenge, a contest with a prize of $10,000. The online competition is a digital version of the classic hot hand promotions where the last person left standing with their hand on the car wins the wheels. The Crusty contestants will log on to the competition site via webcam and be issued a series of challenges over the duration of the comp. The rules are simple: Leave the camera’s field of vision (apart from the allocated toilet breaks) and you’re out. Fail to complete a challenge and you’re out. He or she who’s left standing is crowned the Crusty Challenge champ and will stumble away ten grand richer. The campaign is being promoted with a raunchy set of print advertisements and “Carwash”, a rather sexist commercial. See more on Facebook.

Mrs Macs Crusty Challenge site

Mrs Macs Crusty Challenge Model

Click on the image below to play the Carwash video.

Click on the image below to play the competition video.

Mrs Macs Crusty Challenge Model

Mrs Macs Crusty Challenge Model


The Crusty Challenge campaign was developed at Marketforce, Perth, by executive creative director/art director Andrew Tinning, executive creative director/copywriter Murray Laird, copywriter Guy Howlett, art director Steve Lorimer, agency producer Catalina Clema, Head of Digital Nigel Fisher, Digital Account Manager Stephen Macfarlane, Digital Designer: Claeton Metaxas and Digital Project Manager Peter Szauer.

The print campaign was produced by photographer Nigel Fisher and retoucher Madeleine de Pierres.

Filming was shot by director Perry Westwood via Gobstopper, Sydney, with producer Toby Towel.

Music is “If it it don’t fit it don’t force it” by blues singer Barrel House Annie, recorded in Chicago in 1937.