ROLE: SOCIAL CONTENT + ART + DESIGN DIRECTION & CONTENT CREATION
LUCOZADE GRAFRUITTI IS BACK BABY!
Tapping into years of fan demand and social conversation, we reignited the real fan nostalgia, using community interactions to position its return as #BackForTheBelievers for those who tweeted, tagged, begged and hunted down old bottles on eBay. Their love, their noise, their obsession – that energy made this happen. Leveraging the tropes of super fandom, to be a cultural phenomenon 8 years in the making waiting. The campaign spanned social, instore and OOH and has generated a surge in organic UGC leading to Lucozade’s most successful NPD launch ever.
WORK:
With my (now somewhat signature) passion for production maxxing, I took the opportunity to piggyback off the launch video shoot led by A-Unit camera crew, capturing the launch video, with 15 minutes slots reserved for phone-first B-unit (aka me). This is becoming a Social Super Shoot approach we are now baking into every project, shoot and opportunity we have across clients.
I owned the end-to-end content creation: ideation + shooting + editing of all the Lo-Fi phone shot content, additional stills and BTS, campaigning for the nuance of executional social craft and ideation fuelled by those of us from visual/design background and proving lofi doesn’t mean low craft.
DELIVERABLES:
1 shoot day, 15 minutes slots around the set, 27GB of footage, 17 pieces of content captured with just a quick wit on-the-fly ideation, iPhone & tripod, edited between CapCut and AfterEffects overnight. Posted across organic and paid.
