World heavyweight boxing champion Anthony Joshua stars in an inspiring film by Lucozade Sport, the first long-form film made by the U.K. beverage brand.
In the film, by Grey London, we meet 19-year-old Londoner Michael Kuku, an aspiring soccer coach. He has a surprise visit from his hero, Joshua, who invites him to spend a day together to learn about what goes into becoming a sporting success. To motivate him, Joshua revisits his past on the streets of South London and more.
The film is being released just ahead of Joshua's much-hyped fight with Alexander Povetkin on September 22. It's aimed at building awareness of Lucozade Sport’s "Made to Move" brand platform, an initiative to get one million people exercising by 2020. It will also raise awareness of B Active, a newly-launched initiative between Lucozade Ribena Suntory and Active Communities Network, where Kuku volunteers as a coach.
Along with the full-length film, running on social and digital channels, Grey London has created social cutdowns and gifs to be seeded on social channels in the run-up to Joshua's fight.