Lucozade's new campaign seeks to reposition the brand less as a hangover cure and more as the drink of choice for busy people on the move who want to be on top form. A light-hearted TV spot, created by Grey London, shows people in everyday situations – at work, in the gym, driving – performing at a level beyond normal people thanks to Lucozade. The £14 million campaign includes outdoor exections and a number of takeovers at train and Tube stations. The brand is even planning to divide the tunnels at Oxford Circus station into "slow" and "flow" lanes. The ad was created by Theo Bayani and Miguel Gonzalez, and directed by Nathan Price through Park Pictures.
Credits
Project name: Find your flow
Clien:Lesley Stonier, Marketing Manager, Lucozade Ribena Suntory
Creative director:Darren Wright
Creatives (out-of-home):Alex Tizard, Jonathan Rands:
Creatives (TV):Theo Bayani, Miguel Gonzalez
Creative (radio):Howard Green
Account director:Sarah Jones
Agency producer:Emma Fasson
Creative producer:Freya Thompson
Planner:Holly Clancey
Media agency:MediaCom
Production company:Park Pictures
Director:Nathan Price
Editor:Paul Hardcastle
Producer:Ben Croker
Illustrator:Crispin Finn
Designer:George Goldsack
DoP:Justin Brown
Post-production:MPC
Soundtrack composers:Zeben Jameson
Finn Vine:Audio post-production
Wave Studios:Jack
In London, Lucozade says 'Find your flow'
Watch the ad film conceptualised by Grey London here
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