‘Find your flow’, Grey London’s first TV execution in its £14m campaign to reposition Lucozade Energy,
has won the July/August 2015 Thinkboxes award for TV ad creativity.
Directed by Nathan Price, through Park Pictures, the ad features a series of people whose actions embody ‘flow’ – defined by Lucozade Energy for the purposes of the campaign as meaning: the "unmistakable feeling of being unstoppable".
The idea is graphically brought to life by scenes such as a window cleaner giving his work a foamy flourish, a puzzler flamboyantly twirling his pen, and a librarian able to throw books over her shoulder into the correct place on the shelf without looking.
The campaign’s aim is to reshape people’s brand perceptions by encouraging people to drink the beverage in situations other than when experiencing illness and hangovers, explains Lucozade Energy head of marketing Nina Meusburger.
"Lucozade Energy is the second-largest soft drink brand in the UK, with a loyal consumer base, many of whom have grown up with the brand. It is important we continuously keep the brand fresh and relevant," she says.
"The campaign aims to position the drink as an ally to busy lives. With a light-hearted tone and a twinkle in the eye, we are celebrating the women and men who have found their rhythm and are making the most out of every day."
Currys/PC World’s ad ‘Dog’, created by Abbott Mead Vickers BBDO, scooped second place in the July/August Thinkboxes winners’ line-up. In third place was ‘Horse story’ – Adam & Eve/DDB’s celebration of the 250th anniversary of Lloyds Bank.
Nina Meusburger, head of marketing, Lucozade Energy
"It is important we continuously keep the brand fresh and relevant."
Client Nina Meusburger, head of marketing, Lucozade Energy