An Epic Workout and 'Bus Stop Fitness Sessions' Feature in Lucozade's Campaign to Get People Exercising

Energy Drink Wants U.K. People to Move More

By Alexandra Jardine. Published on Sep 15, 2016

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Energy drink Lucozade Sport is encouraging people in the U.K. to get out and move more with a campaign that will include "bus stop fitness sessions" as well as a spot featuring a huge cast of people exercising.

Created by Grey London, the campaign kicks off this week with the spot, seen here, in which the enormous crowd takes part in an epic, mass workout session in front of one of the country's biggest housing estates. Academy's Wally Pfister, who was also behind the Under Armour ads featuring top athletes' clone armies, directed the ad, which includes people cycling, doing aerobics and boxercising against the urban concrete backdrop. It ends with the line: "You were made to move. We were made to help you."

The outdoor activation, by Grey, Mediacom and DOOH, is a bus stop that encourages people to use their time standing at a bus stop for movement. A two-way live digital screen will feature a trainer who will lead them in everything from Zumba to boxercise.

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Sep 15, 2016
Grey London
Executive Creative Director:
Dominic Goldman
Creative Director:
Dominic Goldman
Chief Strategy Officer:
Matt Tanter
Art Director:
Ash Ghazali
Jon Kallus
Darren Wright
Emma Fasson
Production Assistant:
Jessie Gammell
Group Business Director:
Katja Giannella
Business Director:
Sarah Jones
Account Director:
Sophie Gosper
Account Director:
Gemma Troup
Planning Director:
John Jones
Production Company:
Academy Films
Director and Director, Photography:
Wally Pfister
Dominic Leung
David Stewart
Executive Producer:
Lizie Gower
Post Production:
Cherry Cherry VFX
Post Production:
Alex Gabucci
Soundtrack Composer:
George Kwali
Audio Post Production:
Jack Sedgwick
Audio Post Production Company:
Color Grading:

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