Energy drink Lucozade Sport is encouraging people in the U.K. to get out and move more with a campaign that will include "bus stop fitness sessions" as well as a spot featuring a huge cast of people exercising.
Created by Grey London, the campaign kicks off this week with the spot, seen here, in which the enormous crowd takes part in an epic, mass workout session in front of one of the country's biggest housing estates. Academy's Wally Pfister, who was also behind the Under Armour ads featuring top athletes' clone armies, directed the ad, which includes people cycling, doing aerobics and boxercising against the urban concrete backdrop. It ends with the line: "You were made to move. We were made to help you."
The outdoor activation, by Grey, Mediacom and DOOH, is a bus stop that encourages people to use their time standing at a bus stop for movement. A two-way live digital screen will feature a trainer who will lead them in everything from Zumba to boxercise.