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The Drum

Lucozade: It's On by Adam&EveDDB

Client: Lucozade
Date: Apr 2021
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Lucozade has launched a multimedia campaign ‘It's On’, created by adam&eveDDB. The megabrand platform hopes to bring to life the positive energy that embodies Lucozade and that feeling you have when you’re ready to take on whatever’s ahead

The ‘It’s On’ campaign, planned and bought by MediaCom, will promote the full Lucozade Energy range and will be brought to life uniquely across the other Lucozade sub-brands, supported by bespoke campaigns across Lucozade Zero and Lucozade Revive.

The new campaign also features Lucozade Energy’s brand new transparent bottle sleeves that enable bottle-to-bottle recycling for the first time on the brand. The TV creative nods to the importance Suntory Beverage & Food GB&I places on sustainability as the main character kicks things off by throwing his empty Lucozade Energy bottle into the recycling bin.

Credits

Brand: Lucozade Energy

Project/Campaign name: IT’S ON: Hula

First Air Date: 2nd April 2021

Marketing Director: Hannah Norbury

Head of Marketing: Zoe Trimble

Senior Brand Manager: Amie Farrell

Assistant Brand Manager: Tanya Jumabhoy

Senior Insights Manager: Cary Johnson

Agency: adam&eveDDB

Chief Creative Officer: Rick Brim

Creative Directors: Selma Ahmed and Genevieve Gransden

Agency producers: Kate Taylor, Nicola Applegate, Clio McLeary

Chief Strategy Officer: Martin Beverley

Planners: Siân Iles, Will Grundy

Project Manager: Abi Robinson

Social Director: Rebecca Wilson

Joint CEO: Tammy Einav

Managing Partner: Charlotte Wolfenden

Account Directors: Rosie Snowball, Sam Perez

Account Managers: Annabel Thomson, Clive Olamiju

Director: Max Weiland

Production company: Somesuch

Executive Producer:Emory Ruegg

Producer:Ellie Fry

D.O.P:Ruben Dechamps

Editing Company: Trim

Editor:Fouad Gaber

Post Production:Time Based Arts, Cain & Abel

Post Producer: Chris Aliano

Lead Flame Artist: Adam Fenwick

Lead CG Artist: David Loh

Music Supervisor: Tom Stanford @ Theodore

Soundtrack name and composer: “Here comes the Hotstepper” / Ini Kamoze

Audio Post Production: Factory Studios

Sound Design: Anthony Moore & Josh Campbell

Photographer: Stephanie Sian Smith

Designer: Olly Watts

Stills production company: Kintzing, Cain & Abel

Stills post and design: Dan Jackson and Charlie Townsend, Olly Watts,

Moving post and design: Tom Lockwood, James Ireland

Repro and Supply: Jonny Young and Tony Hutton

Media agency: MediaCom

Business Director: Alison Palmer-Quinn

Associate Director: Sinéad Teasdale

Planning Manager: Sophia Smith

Planner: Alex Gilbert

Strategy directors: Holly Jerreat, Nuria McGlinchey