Lucozade Sport: The Next Move

Grey London has created Lucozade Sport’s first long-form film, The Next Move, starring world heavyweight boxing champion Anthony Joshua.

Directed by Believe Media duo Michel & Nico, in the nine-minute film we meet 19-year-old Michael Kuku, a Londoner with an ambition to succeed in the world of top-flight football coaching. He has a surprise visit from his hero, Anthony Joshua, who invites him to spend a day together to learn about what goes into becoming a sporting success.

In the mini-documentary Joshua revisits his past to motivate Michael and future generations to keep moving forward. As it journeys from the streets of Southwark, to sparring with coach Sean Murphy in Finchley Boxing Club and over to the rooftops of Wembley, the film focuses on the relationship between the two athletes.

“This long-form film is a first for Lucozade Sport and has allowed us to take Anthony Joshua’s partnership with the brand to an even deeper level," said Jimmy Blom, deputy ECD at Grey London. "The chemistry between AJ and Michael shows how inspiring partnerships can help us all move, and is the perfect way to raise awareness of B Active.”

The aim of the film is to build awareness of Lucozade Sport’s Made to Move brand platform and to raise awareness of B Active, a newly launched initiative between Lucozade and Active Communities Network (ACN) where Michael volunteers as a coach. This three-year scheme has been established to help young adults aged 16-24 gain access to sport and forges new opportunities for them to develop essential life skills.