Grey London has created Lucozade Sport’s first long-form film ‘The Next Move’, starring world heavyweight boxing champion Anthony Joshua (AJ).
In the nine-minute film we meet 19-year-old Michael Kuku, a Londoner with an ambition to succeed in the world of top-flight football coaching. He has a surprise visit from his hero, Anthony Joshua, who invites him to spend a day together to learn about what goes into becoming a sporting success.
In the mini-documentary AJ revisits his past to motivate Michael and future generations to keep moving forward. As it journeys from the streets of Southwark, to sparring with coach Sean Murphy in Finchley Boxing Club and over to the rooftops of Wembley, the film focuses on the relationship between the two athletes.
Anthony Joshua’s latest project as brand ambassador is being released just ahead of his coveted Wembley challenger fight with Alexander Povetkin, on Saturday 22nd September 2018.
The aim is to use the film to build awareness of Lucozade Sport’s ‘Made to Move’ brand platform - an initiative to get one million people moving by 2020 - and to raise awareness of B Active, a newly launched initiative between Lucozade Ribena Suntory (Lucozade Sport brand owner) and Active Communities Network (ACN) where Michael volunteers as a coach. This three-year scheme has been established to help young adults aged 16-24 gain access to sport and forges new opportunities for them to develop essential life skills.
‘The Next Move’ is launching on September 10th 2018 on media, digital and social channels, with Mongoose Sport & Entertainment driving editorial coverage for the film and Mediacom handling media buying for the campaign.
Along with the full-length film, Grey London has created social cutdowns and gifs to be seeded on social channels in the run up to AJ’s fight.
Jimmy Blom, Deputy ECD at Grey London, said: “This long-form film is a first for Lucozade Sport and has allowed us to take Anthony Joshua’s partnership with the brand to an even deeper level. The chemistry between AJ and Michael shows how inspiring partnerships can help us all move, and is the perfect way to raise awareness of B Active.”
Lucy Grogut, Head of Marketing for Lucozade Sport, said: “Anthony Joshua truly embodies the essence of our Made to Move campaign and has become a driving force in helping us to inspire people to move more. We hope that this film will help illustrate the many benefits of taking part in sport and physical activity, as we aim to exceed our target of getting one million people moving more.”
Further support for the campaign comes from sports marketing specialists CSM, and TED, the client’s in-house creative team.