TAC: Drink Lemons. Don’t Drive Them.

A refreshing spin on road safety for F1 fans.

We created a bright, zesty lemonade stand at the Formula 1 Melbourne Grand Prix to drive awareness of TAC’s HowSafeIsYourCar.com.au platform. Putting a playful twist on both safety messaging and the idea of a ‘lemon’ vehicle, “Drink Lemons. Don’t Drive Them.” invited racegoers to cool off while thinking differently about car safety.

Launched ahead of the event by F1 legend Romain Grosjean, fans were served ice-cold lemonade, tested their reflexes in an interactive safety challenge, and checked their own car’s safety rating.

By blending a fun, sensory experience with an important message, the campaign successfully engaged racegoers and reshaped perceptions of what really makes a car a lemon.