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Lucozade Sport: The Next Move

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Grey London has created Lucozade Sport’s first long-form film ‘The Next Move’, starring world heavyweight boxing champion Anthony Joshua (AJ). 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 AJ 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. Anthony Joshua’s latest project as brand ambassador is being released just ahead of his coveted Wembley challenger fight with Alexander Povetkin, on Saturday 22nd September 2018. The aim is to use the film to build awareness of Lucozade Sport’s ‘Made to Move’ brand platform - an initiative to get one million people moving by 2020 - and to raise awareness of B Active, a newly launched initiative between Lucozade Ribena Suntory (Lucozade Sport brand owner) 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.
Credits Other credits

Creative Producer: Thea Evely and Leah Stolerman


Strategy Director: John Jones


Senior Planner: Antonia Tam


Business Director: Geraldine Gaillemin


Account Director: Max Arkell


Account Manager: Jamie Hamill 


Media Agency: Mediacom 


Media Planner: Tom Mills and Holly Jerreat


Editor: Matt Newman

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