In Australia each new year begins at the height of summer. New Year fitness resolutions kick off with a bang. In the UK, it’s cold and dark, so Lucozade Sport is calling for the nation to get moving and kickstart their new year by being active. That includes “new” exercisers. Lucozade is hoping to become part of a wider range of new fitness regimes this year by removing the stigma that the brand is only for elite athletes or high intensity exercisers.
In the campaign by adam&eveDDB, a park statue becomes the inspiration for Brits to get moving by mimicking everyday people she sees doing a range of sports.
Tom Bell, head of marketing at Lucozade Sport, said, “Many people will be setting themselves new fitness targets for 2023. Whether that’s just starting out on their journey or pushing themselves to the next level, we wanted to create an uplifting advert that helps energise people to unlock their potential.”
Ben Robinson and Mike Whiteside, senior creatives, at adam&eveDDB, added, “Every body is made to move, whether you’re an athlete, a non-athlete or an inanimate statue made of stone. Those are just facts. Bringing Statue to life with Rich Hall, Riff Raff, Black Kite Studios and garage legends, Architechs, was as much fun as it looks on the screen.
Credits:
Agency: adam&eveDDB
Creatives: Mike Whiteside & Ben Robinson
Creative Directors: Andy McAnaney & Christian Sewell
Chief Creative Officer: Rick Brim
Planners: Sam Zamani & Oscar Beach
Head of Planning: Will Grundy
Head of Production: Jack Bayley
Producers: Nikki Cramphorn, Carrie Moores & Tristan Baker
Project Manager: Abi Ripley
Business Director: Sam Perez
Account Director: Nick Wilkie
Account Manager: Becky Kilner
Managing Partner: Mike Stern
Chief Executive Officer: Tammy Einav
Business Affairs Manager: Martin Eels
PR: Rachel Geraghty
Production Company: RiffRaff
Director: Rich Hall
Editing: Ben Corfield @ Stitch
Post Production: Black Kite Studios
Colourist: Richard Feron
VFX Shoot Supervisor: Paul Wilmot
2D Lead: Paul Wilmot
2D: Basabendu Sarkar, Ben East, Guy Frutiger, Jack Stone, Judy Roberts ad Venu Prasath
3D Lead: James Hansell
3D Animation: Daniel Kmet and James Bown
3D: Greg Martin, Jim Cullen, Pawel Luszczak, Sam Howell, Sandra Guarda, Tahir Palali and Vicky McIntyre
Sound: 750 mph
Sound Design: Sam Ashwell
Sound Engineer: Lucas Trigg
Producer: Olivia Ray
Music: Architechs
