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Lucozade Launch 'Faster. Stronger. For Longer'


Bringing true sporting swagger to 2012

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 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


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





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Genres: People, Visual VFX

Categories: Soft Drinks, Energy Drinks, Thu, 03 May 2012 15:19:54 GMT