Thinkboxes July/August 2015 winner
‘Find your flow’, Grey London’s first TV execution in its £14m campaign to reposition Lucozade Energy, wins the Thinkboxes award for TV ad creativity.
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, 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 and “position the drink as an ally to busy lives”, explains Lucozade Energy Head of Marketing Nina Meusburger.
We are celebrating the women and men who have found their rhythm and are making the most out of every day.
Nina Meusburger Head of marketing, Lucozade Energy
Creative agency: Grey London; Creative team: Theo Bayani, Miguel Gonzalez; Client: Nina Meusburger; Production company: Park Pictures; Director: Nathan Price
Other ads on the podium
Currys PC World: Dog (2nd)
- Creative agency Abbott Mead Vickers BBDO
- Creative team Zac Ellis, Richard Littler, Alex Grieve, Adrian Rossi
- Client Ian McGregor
- Production company Independent Films
- Director Gary Freedman
Lloyds Bank: Horse Story (3rd)
- Creative agency adam&eveDDB
- Creative team Ben Tollett
- Client Ros King
- Production company Rogue
- Director Sam Brown
- Creative agency BBH
- Creative team Olivia Shortland, Stephanie Flynn
- Clients Meghan Farren, Mette Jensen, Evgeny Bik
- Production company Pulse
- Director Michael Pearce
Ribena: You can’t get any more Ribenary
- Creative agency JWT London
- Creative team John Cherry, Miles Bingham, Claudia Southgate
- Client Hannah Norbury
- Production company Moxie Pictures
- Director Christos & Yannis
A view from a Thinkbox Academy member on this month’s picks…
Today, more than ever, it’s not just what you say that is important: how you say it is what reveals everything about you. Whether it’s with a smile or a tear, the emotional connection through execution is where advertising’s alchemy happens.
Kate Stanners Chief Creative Officer at Saatchi & Saatchi