Anthony Joshua, Tom Daley, Lucy Watson, Lucy Mecklenburgh & Jonathan Joseph are the stars of a series of social films created by Droga5 London for sports nutrition brand Bulk Powders.
The idea behind the campaign is to show how from tackling elite sporting competitions to the everyday challenge of carrying the supermarket shop all in one trip, Bulk Powders allow us all to ‘Dominate Life’.
The films are being released over an eight-week period. In 14 different executions, diver Tom Daley, rugby union star Jonathan Joseph, vegan Lucy Watson & Lucy Mecklenburgh deliver humorous monologues direct to camera, along with heavyweight boxing champ Anthony Joshua, who also appears in a television campaign for the brand. All the spots feature the stars boasting about how they dominate life thanks to their consumption of Bulk Powders.
David Kolbusz, Chief Creative Officer at Droga5 London, said: “Bulk Powders aren't just for the body, they're for the mind. When you look good, you feel good. When you feel good, you can do anything. Anything at all. Without qualification. These handy guides to life demonstrate the possibilities afforded to you by using the world's greatest protein supplement."
Dan Elliott, Head of Brand at Bulk Powders, said: “We love what Droga5 London have delivered - a celebrity-fronted brand campaign that is genuinely funny instead of making you cringe, at the same time as conveying a strong Bulk Powders brand message to drive brand awareness!”
Dominate Lung Capacity:
Dominate Second Chances:
CEO: Bill Scott
Chief Creative Officer: David Kolbusz
Creative Agency: Droga5 London
Creatives: Dave Wigglesworth & Ed Redgrave, Teddy Souter & Frazer Price
Executive Creative Directors: Steve Howell & Rick Dodds
Producer: Goldie Robbens
Head of Production: Chris Watling