Lucozade Launch 'Faster. Stronger. For Longer'

 

 

For the first time ever Lucozade’s elite athlete ambassadors have been captured at their most visceral, tormented, pained and triumphant. This is the story of sporting YES moments, when athletes go beyond their peak and achieve sporting glory; a story ultimately powered by Lucozade Sport, a product scientifically formulated to ensure athletes can go “Faster. Stronger. For Longer.”

 

This campaign was a project designed to test Mo Farah, Phillips Idowu, Louis Smith and Ashley Young to the max - for real, in real sporting environments. Our athletes weren’t posing for the cameras. They were sprinting, pounding, leaping and sweating. Real training, real pain, real exertion – all beautifully captured on film and in stills. As such, this is not just a demonstration of pure physical prowess, but the first time an advertising campaign has been able to truly get inside the minds of athletes, portraying their emotional and physical journey before, during and after training. The result is the first in a series of definitive sporting profiles, which deliver portraiture and insight in TV, print and long-form digital content. This provides a powerful platform to launch, and indeed demonstrate ‘in camera’, the endurance claim of ‘Faster. Stronger. For Longer’.

 

Grey London, the creative agency responsible for the work, and the Lucozade team has created more than simply another TV campaign. It has also spawned an immersive digital experience and platform on Lucozade.com and YouTube, where the Lucozade team and the elite athletes provide training, techniques and insights to inform and inspire sports participants across all different forms of sport.

 

Click the link to view the work http://www.youtube.com/watch?v=banfhTC5r_Q

Credits

Project name: Lucozade Sport: Faster. Stronger. For Longer.

Client: GSK - Lucozade Sport

Brief (in one line): To promote the new scientifically proven claim of Faster. Stronger. For Longer

Creative agency: Grey London

Executive Creative Director: Nils Leonard

Creative Director: Dave Monk

Copywriter: Ben Beale, Rory Forrest

Art director: Ryan Connolly

Agency Producer: Natasha Ester

Acc. Manager: Alex Dousie

Business Director: Rossa Shanks

Managing Partner: Sarah Jenkins

Planner: Anna Vogt

Media agency: MediaCom

Media planner: MediaCom

Production company: Pulse Films

Producer: Neil Andrews

Director: Ben Newman

Editor: Leo King– Stitch

Illustrator: N/A

Post-production: The Mill

Soundtrack composer: N/A No soundtrack

Audio post-production: Grand Central