Castlemaine, Victoria, is regarded as the hot rodding capital of Australia, with many enthusiasts, specialist businesses and clubs centered within the area. Each year the collective centre hosts a weekend festival to celebrate the cars and people who make up these scene with a schedule of displays, demonstrations, music, food, clothing and collectibles. The 2024 festival was themed ’women behind the wheel‘ with a fundraiser directed to Australian breast cancer research. Work for the project featured new branding and a comprehensive social media campaign aimed at bring new visitors to the festival.