Lucozade is to host the largest-ever live streamed workout in October. It’s part of a brand realignment by Grey London that puts Lucozade at the centre of a bid to get the UK moving.

The brand has set itself the target of getting 1 million people Brits  moving more with regular exercise by 2020 as part of its Made to Move campaign. The initiative will involve a £5m investment by the brand, with almost 16 million 16-34 year olds being exposed to the campaign.

The Made to Move workout sessions will be hosted by influential sport and fitness ambassadors. The first will be led by IBF Heavyweight World Champion boxer, Anthony Joshua.  Members of the public can participate in the session through live streaming or in person at one of the participating gyms. All sessions will also be available to download from Lucozade’s website.

Grey London’s ad, Orchestra of Movement, to get the UK excited about the initiative, is an upbeat music video-style spot, shot in the Thamesmead estate, where Clockwork Orange was also filmed. It was directed by Wally Pfister [cinematographer on The Dark Knight, Inception and Batman Begins] and produced by Academy Films.

Dominic Goldman, executive creative director at Grey London, is adamant that brands should entertain or be useful to people. “This spot for Lucozade Sport is intended to do the former, while also encouraging people to get off the sofa and exercise. The biggest workout class on one of the biggest estates in London. From the director of photography of Batman Begins and Inception comes this inclusive, populist and very British take on a sports ad,” he commented Dominic Goldman.

The production was always going to be a challenge. Timing turned out to be a major one. “The VFX work for the Lucozade commercial was always going to be a major challenge to pull off in the amount of time we had to complete the project. In fact, one major VFX company respectfully passed on bidding due to the tight completion schedule and yet another proposed a method that would have increased our daily shooting workload significantly enough to prohibit us from considering them,” Wally Pfister noted. VFX company, Cherry Cherry, won the job.

“The work that we’ve created with Grey to launch this idea is a positive, inclusive and modern interpretation of the world of fitness today and we are really excited about the potential for this campaign to inspire a nation to move more and progress,” stated Steven Hind, head of marketing at Lucozade Sport.

Credits:

Agency: Grey London

Executive creative director: Dominic Goldman

Art director: Ash Ghazali

Copywriters: Jon Kallus & Darren Wright

Chief strategy officer: Matt Tanter

Producer:  Emma Fasson

Account directors: Sophie Gosper & Gemma Troup

Planning director: John Jones

Production company: Academy

Director & DoP: Wally Pfister

Executive producer: Lizie Gower

Producer: David Stewart

Editor: David Webb

Post-production: Cherry Cherry

VFX: Alex Gabucci

Soundtrack composer: George Kwali

Audio post-production: Jack Sedgwick @ Wave

Grade: MPC

Client: Lucozade Sport

Head of marketing: Steven Hind