Lucozade Sport: Orchestra of Movement

Grey London launches Made to Move, a rebrandiing campaign for Lucozade that aims to put some fizz in the nation’s physical endeavours.

Lucozade Sport is repositioning itself as a champion of the nation's health and has set its sights on getting one million people moving more by 2020. The campaign kicks off tonight with the Orchestra of Movement spot, directed by Wally Pfister of Academy Films, an Oscar-winning cinematographer known for his work on Inception and the Dark Knight series.

Featuring an up-tempo staging of a massive work-out class set against the backdrop of one of London’s biggest estates, the spot breaks during tonight's special episode of the panel show The Last Leg, broadcasting live from the Paralympics on Channel 4 at 20.10.

Further activity will include the world’s first bus stop fitness sessions.  Created by Grey, Mediacom and DOOH, the bus stop will encourage commuters 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.

We will be posting a Q&A with director Wally Pfister tomorrow on shots.net.