Thinkboxes July/August Winner: Lucozade's ‘Find Your Flow’, by Grey London

Posted on: September 27, 2015

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 (2^nd)

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 (3^rd)

Creative agency adam&eveDDB
Creative team Ben Tollett
Client Ros King
Production company Rogue
Director Sam Brown

Also shortlisted

KFC: Brothers

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