Lucozade Sport for Home Nations Only
Lucozade Sport is promoting its sponsorship of home teams during the 2015 Rugby World Cup with “For Home Nations Only”, an advertising campaign to enforce a blanket ban on sales to overseas rugby teams. Australian winger Drew Mitchell, French hooker Dimitri Szarzewski, South African winger Bryan Habana and Namibian loose forward Jacques Burger take elocution lessons and dress up with masks and local clothing in an attempt to purchase their supplies of Lucozade. But getting away with the sports drink is no easy task when confronted by the real English captain Chris Robshaw, Welsh full-back Leigh Halfpenny, Irish scrum half Conor Murray and Scottish fullback Stuart Hogg. The ad is part of a £9 million campaign from Lucozade, which includes 30/60’ TV ads, digital content, national sampling, in-store activation and on-pack promotions.
Lucozade Sport is essential to the success of the home nation rugby teams and it’s important to make sure that overseas rugby players keep their #HandsOff Lucozade Sport this Autumn.
Videos welcome players to England, Cardiff and Newcastle.
Behind the scenes films include a meeting between Stuart Hogg and Bryan Habana, and a special feature on Dimitri Szarzewski.
The Lucozade Sport for Home Nations Only campaign was developed at Grey London by creative director Darren Wright, copywriter Neil McGuirk, art director Darren O’Beirne, designer Stuart Leung, agency producer Emma Fasson, assistant producer Fritha Dickie, creative producer Freya Thompson, planner John Jones, account team Eleni Sarla, Agi Varanyi, Grant Paterson, Anjali Joseph working with Lucozade Sport marketing manager Vicky Morgan
Media was handled at Mediacom by planner David Munt.
Music was composed by Craig Brown, with audio post production done at Finger Music.