Lucozade Energy is partnering with the new Tomb Raider film, released by Warner Brothers in March, for a bold campaign featuring action from the movie.
Created by Grey London, the campaign introduces the agency’s new “Energy Beats Everything” creative idea for the brand, highlighting that having the right energy can help you overcome any situation.
The campaign reunites Lucozade Energy with the Tomb Raider franchise almost 20 years since the video game version of Lara Croft first starred in a 1999 commercial for the energy drink.
In the new TV ad directed by Aidan Gibbons of The Mill+, Grey reinterprets the movie trailer, taking scenes from the film, which stars Alicia Vikander as Lara Croft, and giving them a fresh new spin. An epic movie voiceover narrates the action, showing all of Lara Croft’s thrills and spills, but adding some unexpected comedy to the adrenaline-fueled ride.
The campaign marks a return to TV screens for Lucozade Energy after a break of two years.
CreditsClient Lucozade Energy Agency Grey London Caroline Pay, co-chief creative officer; Jay Marlow, Henrik Ridderheim, creative directors; Rob Greaves, copywriter; Sam Daly, art director; Thea Evely, producer; Leah Stolerman, assistant producer; Duncan Collins, creative producer. Production The Mill+ Aidan Gibbons, director; Tim Spence, DP; Dougal Meese, Rosalien Van Der Bom, producer. Postproduction The Mill+ Editorial Town Productions Matthew Newman, editor. Audio Post Grand Central Recording Studios Munzie Thind, mixer.
The Best Work You May Never See: Street Artist Sarah Bracken Soper Shines A Light On Homelessness In Ireland
A mural that shines a light on the issue of family homelessness in Ireland has been unveiled in Dublin’s Temple Bar. It was created by street artist and activist Sarah Bracken Soper to raise awareness of the work and fundraising efforts of homelessness charity Focus Ireland.
Known for addressing social, cultural and climate justice issues, Soper’s artwork in this case is designed to be thought-provoking and start a conversation around the urgent issue of homelessness in Ireland. Taking inspiration from the fact that family homelessness can often be an unseen issue, the piece features two women locked in an embrace, with one clearly visible while the other appears as a shadow. The figure that is “seen” represents the empathy and generosity of the Irish public while the “unseen” shadow figure embodies the mothers of the thousands of families trapped in hidden homelessness. The creation of the mural coincided with a “sleepout” in Dublin highlighting the homelessness crisis and was featured on Irish news.
At present 14,486 people including 2,099 families and 4,419 children are currently experiencing homelessness in Ireland. Many of these families are based in unsuitable emergency accommodation, where living spaces can be confined to one room. The effects of this crisis are deeply felt all year round, and every day spent without a place to call home takes away a child’s sense of security and belonging.
Explaining why she was drawn to the issue of family homelessness, Sarah said, “I believe that the creation of art is an essential process in our understanding of the world, and a crucial tool for change and recovery. I hope anyone experiencing homelessness today in our society is able to draw some comfort from knowing there are... Read More