To kick-start the new year, sports drink Lucozade Sport is calling on the nation to ‘get moving’ with a new brand campaign aimed at getting Britons in shape this January.
Developed by London agency adam&eveDDB, ‘Statue’ taps in to what is traditionally a popular time of year for people to begin new fitness regimes as they look to burn off excess festive calories.
Titled ‘Statue’, the campaign’s main goal is to broaden Lucozade Sport’s appeal, positioning the beverage as a go-to for exercisers of all abilities – not just elite athletes.
“Many people will be setting themselves new fitness targets for 2023. Whether that’s just starting out on their journey or pushing themselves to the next level, we wanted to create an uplifting advert that helps energise people to unlock their potential,” Lucozade Sport head of marketing, Tom Bell said.
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The playful creative features a CGI-animated statue coming to life after taking a sip of Lucozade Sport before engaging in a range of sporting activities, provoking widespread astonishment among the general public.
adam&eveDDB senior creatives Ben Robinson and Mike Whiteside added: “Every body is made to move, whether you’re an athlete, a non-athlete or an inanimate statue made of stone. Those are just facts.
“Bringing ‘Statue’ to life with Rich Hall, Riff Raff, Black Kite Studios and garage legends Architechs was as much fun as it looks on the screen.”
