Could we make Lucozade more credible? In a word: YES.
Lucozade wanted to bring music together with a new ‘social energy’ positioning.
To achieve this, we came up with The YES List, a campaign harnessing the creative energy of seven of the world’s most talented music artists, to capture their radical takes on the iconic Lucozade bottle design.
Each one of these brand ambassadors – the cream of current urban talent across the UK and the US – encapsulated the spirit of the brand’s energy.
Extra content featured ‘making of’ documentaries from Plan B and Tinie Tempah – accessed via smartphone from the bottles themselves, using the Aurasma AR app.
Advertising, Innovation, Interactive, Music and Entertainment, Packaging, Promotional, Retail, Shopper Marketing