Chicago Ad Agency Plan B® [the agency alternative] turns Lemons into LemonsAid

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Plan B® [the agency alternative] Races for Alex’s Lemonade Stand at the 24 Hours of LeMons

Gulp Racing, the automotive racing team helmed by Chicago-based creative advertising agency Plan B [the agency alternative], has teamed up with childhood cancer foundation Alex’s Lemonade Stand to raise money during the 24 Hours of LeMons race on October 13 at the Autobahn Raceway in Joliet, IL.

Since the beginning of the year, Plan B has been hand-building their racecar, splitting shop time between their office in River North and a secret garage in Indiana. With two races already under their belts, the next time Plan B’s hand-built 1974 VW Fastback careens around the track, it won’t just be for glory, it’ll be for charity too. They’re calling it LemonsAid, and it’s the agency’s way of giving back with every push of the pedal. Donors can pledge to donate a specific dollar amount for every lap the once-rusted junker completes and Plan B will match the donation up to 1000 dollars. The agency’s “fundracer” will raise money for Alex’s Lemonade Stand to aid in their ongoing effort to eradicate childhood cancer.

Director of Client Services and Fastback driver, Clay Cooper said, “We’re enormously proud to be racing for Alex’s Lemonade Stand. It’s a great cause and just such a perfect fit. We’ve seen some generous donations come in and we’re looking forward to more. The team is excited to support the organization, and to have a great excuse to go extra fast.”

The 24 Hours of LeMons is an endurance racing series with more than 20 events across the United States every year. Where most automotive racing events are cost-prohibitive for the general population, the eccentrics behind this semi-competitive auto-race have made it accessible to the mechanically- inclined everyman. The rules mandate that cars entered in the contest must have cost less than 500 dollars to build (excluding a variety of safety related components), which makes it a perfect challenge for the efficiency-minded team at Plan B. With wacky penalties, costumed cars and drivers, and a carnival atmosphere, the 24 Hours of LeMons has gained popularity in recent years with auto-enthusiasts.

“Efficiency drives everything we do at Plan B,” says COO Ric Van Sickle. “As a valued CRM partner for our automotive clients, we are constantly focused on over delivering outstanding creative, quickly and with an eye on cost. And so the 24 Hours of LeMons is an ideal metaphor for our method of operating.”

This year’s final race for Plan B’s Gulp Racing team is October 13th and 14th at the Autobahn Raceway in Joliet, Illinois. You can find out more about the team at and more about Plan B’s LemonsAid at


Chicago based creative advertising firm Plan B® [The Agency Alternative®] is a full-service, on-demand marketing partner—offering forward-thinking marketing managers, a fully transparent, collaborative partnership that blurs the line between corporate brand managers and their own specialized post-digital-age marketing experts, driving efficiency and shortening time to market. Plan B designs, develops and delivers innovative, strategic campaigns across all media platforms with a unique 4D approach that effectively integrates traditional, digital, mobile, and social media marketing solutions in real time. Learn more at the brand new

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Mary Horwath
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