Lucozade Sport
Conditions Zone
How do you talk about the importance of electrolytes and hydration to an audience that doesn’t really care about it. You don’t. You build a building that lets them experience it. A building that replicates the same conditions that England we’re facing in the World Cup.
Then you challenge people to come play in it. Nothing teaches you quicker about the importance of hydration than playing in 32 degree heat with 76% humidity.
To bring a bit more science to the proceedings we made some content films to help people understand the importance of hydration on sport performance. But this science wasn’t delivered by scientists in classrooms.
It used dodgy England look-a-likes, chickens and the legendary John Barnes to explain it all.
And to kick it all off and drive recruitment, we melted the England Captain Stevie G in a good old fashioned TV ad.
Role: Creative Director
Launch TV & Content: Jonathan Rands & Alex Tizard
Cannes Silver Innovation Lion
Creative Circle Gold
Role: Creative
D&AD Yellow Pencil