Boxer Anthony Joshua helps a young Londoner in an inspiring Lucozade film

Grey London created long-form project to promote sports drink's brand platform 'Made to Move'

Published On
Sep 13, 2018

Editor's Pick

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. 


Sep 13, 2018
Agency :
Head of Marketing :
Lucy Grogut
Creative Director :
Jimmy Blom
Copywriter :
Greg Ormrod
Art Director :
Thomas Worthington
Creative Producer :
Thea Evely
Creative Producer :
Leah Stolerman
Strategy Director :
John Jones
Senior Planner :
Antonia Tam
Business Director :
Geraldine Gaillemin
Account Director :
Max Arkell
Account Manager :
Jamie Hamill
Media Agency :
Media Planner :
Tom Mills
Media Planner :
Holly Jerreat
Production Company :
Believe Media
Director :
Michel & Nico
Editor :
Matt Newman

Need a credit fix? Contact the Creativity Editors

Project Type