Grey London has unveiled a global campaign for Lucozade Energy which irreverently highlights the energy-boosting benefits of consuming the glucose-based drink; the latest iteration … read moreof the agency's YES positioning for the brand.
The campaign - commissioned by Jon Roberts, Global Marketing Head for Lucozade - is based around a playful film from much-acclaimed director Keith Schofield. Follow the commercial's hero, 'Dan', on a glucose-powered lyrical journey from the ordinary to the extraordinary; from spreadsheet-smashing to crocodile wrestling and everything in between. The campaign also features related through the line activity, including outdoor, press, digital and in-store.
The work is the first from former Wieden+Kennedy creative director Darren Wright - best-known for creating the multi-award-winning Run London for Nike - who joined Grey as creative director on Lucozade in 2012. Schofield is the director behind VW's Emmy-nominated The Bark Side, Get Involved for The Sun and Cannes Gold Lion-winning SFW XXX for Diesel, as well as countless music videos.
The campaign also introduces the line 'Powered by Glucose' and will be supported with a full bank of print and digital content and follows on from earlier YES campaigns across Lucozade's Sport, Energy, Revive and Lite variants. It rolls out in markets around the world from today.
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