As part of Lucozade's extensive brand relaunch, this campaign targeted 16-25-year-olds, aiming to get them emotionally engaged with the brand; to think and feel differently about it.
Online advertising, website and Facebook activity amplified and extended the ATL campaign. Rich content drove 1.6M video views, while a social media competition and the buzz around the campaign generated a high number of shares, comments, likes and conversation.
Our social engagement strategy even helped propel the DJ Fresh track 'Louder' to number 1 in the UK singles chart - and to become iTunes' most pre-ordered track ever.
Specially shot 'sticky' content included tutorial videos featuring skateboard legend Kilian Martin and LA skater girl Candice Heiden, giving YouTube viewers the chance to learn the moves from the TV ad.
Agency: SapientNitro // Role: Concept, Copy & Creative Direction
