Statue | AgencyFm

Statue

Description

The 'Statue' campaign for Lucozade Sport, created by adam&eveDDB and published in the UK in January 2023, is a dynamic and inspiring call to action for individuals to get moving and embrace a healthy, active lifestyle in the new year. Breaking away from the perception that Lucozade Sport is exclusively for elite athletes or high-intensity exercisers, the campaign features a 30-second film that captures the essence of movement and vitality. The ad showcases a woman enjoying a park run with a bottle of Lucozade Sport, where the park statue is animated and inspired by her energy after taking a sip of the sports drink. The statue then embarks on various exercises, including playing football, attending a HIIT class, and lifting weights. This creative and engaging advertisement motivates a broader audience of exercisers to incorporate Lucozade Sport into their fitness routines, promoting the brand's versatility and accessibility in the drinks, fitness, and sports industries.

Credits

Client

Lucozade Sport

Agency

adam&eveDDB

Creative

Mike Whiteside and Ben Robinson

Creative Director

Andy McAnaney and Christian Sewell

Chief Creative Officer

Rick Brim

Strategic Planner

Sam Zamani, Will Grundy, Oscar Beach

Producer

Jack Bayley, Nikki Cramphorn and Carrie Moores, Tristan Baker, Olivia Ray

Project Director

Abi Ripley

Account Management

Sam Perez, Nick Wilkie, Becky Kilner

Managing Partner

Mike Stern

Ceo

Tammy Einav

Legal Counsels

Tom Campbell and Trine Odin

Commercial Director

Charlotte Haddy

Campaign Proposition

The campaign for Lucozade Sport aims to broaden its appeal beyond elite athletes to a range of exercisers by showcasing the drink's benefits for all fitness levels. Using a narrative approach, the ad depicts a park statue coming to life and engaging in various forms of exercise after being inspired by a woman enjoying a run with Lucozade Sport. This creative angle targets a wider audience by changing consumer perceptions and encouraging everyone to kickstart their new year with the brand's product.

Creative Device

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. The 'Statue' campaign for Lucozade Sport uses an exemplary story format to communicate its message. The campaign features a woman enjoying various forms of exercise with the help of Lucozade Sport, showcasing the product's role in her active lifestyle. The statue coming to life after being inspired by her movement adds a creative and engaging element to the story, making it memorable and impactful in promoting the benefits of the sports drink. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques

Competitive Planks

Gatorade – Gatorade positions itself as the go-to sports drink for athletes, with a focus on hydration and electrolyte replenishment during intense physical activity.

Powerade – Powerade emphasizes its advanced electrolyte formula to help athletes perform at their best, positioning itself as a trusted choice for hydration during workouts.

Red Bull – Red Bull is known for its energy drinks targeted towards active individuals, positioning itself as a source of energy and focus for both physical and mental performance.