At the core of Lucozade Sport is the belief that we are all made to move and they are there to help you.

In a nine-minute documentary following community volunteer Michael, he shares his ambition for a coaching career with one of his all-time idols, AJ. We see his desire to help others to keep moving whilst progressing himself.

- Surprised by AJ in person, the film starts with Michael detailing his coaching ambitions.

- The two spend the day together with AJ sharing personal experience and advice. With several similarities between the two, they joke around together showing a genuine bond.

- Michael gets to train AJ himself and his skills are further demonstrated through footage of him passionately coaching his local football team.

- The film is pulled together through the line “Nobody Ever Moved Forward Standing Still” demonstrating Lucozade Sport’s belief that everybody was made to move.

Lucozade Sport is a brand that aims to inspire and instigate the nation to move. The drink itself helps to maintain exercise performance and is used by sports stars across the nation to keep them at the top of their game. But it was all too easy for consumers to see the brand as irrelevant to their lives.

AJ is an iconic ambassador for the brand, and his fight against Povetkin was set to thrust him back into the limelight. We needed to leverage his fame to shine a light on an authentic small-scale community story of movement and progress to drive credibility and relevance for the brand, alongside boosting our cultural relevance with talkability around AJ’s fight.

Coupling a community volunteer with a boxing megastar, we looked to demonstrate that no matter who you are, or what your background is, everybody is made to move.

We started the production process with casting, knowing we needed to find somebody who embodied our brand values. We sought somebody firmly outside of the limelight, who exercised regularly and whose primary goal wasn’t winning and competition, but rather progress and keeping moving.

This person also had to be the perfect counterpart to AJ. In Michael we found a young man whose life in parts mirrored AJ’s, allowing for a narrative which showcased the sharing of advice in the most authentic way.

Producing the work on an 80k production budget and 216k media budget, we published our nine-minute documentary on YouTube. We generated buzz and curiosity with a wider social campaign and through PR with a shorter cut down film. Gifs were also created to enable people to use short clips from the film within messages at socially relevant moments.

• Amongst our core demographic, we hit the top 20% for credibility

• We were also top 20% in Relevance, Interest and Brand Fit

• Both AJ and the key theme of inspirational/motivating content cut through at high levels

• 730k video views through PR alone, excluding Sun, Mirror, Yahoo and MSN

• The wider social campaign supporting the work delivered 9.5M of impressions

• 35 pieces of coverage – 914m potential reach

• 82k comments, likes and shares across social

• Just 80k production budget and 216k media

• We combined the PR around AJ’s last fight, and the Next Move video to unlock space in Tesco to do a limited-edition AJ BXING bottle giveaway.

• This drove +18.2% sales uplift in Tesco and +22.3% sales uplift across the total UK.