Short film celebrates launch of B-Active partnership
Lucozade Sport unveiled their follow up film to the 2018 SIA Film of the Year ‘Nobody Ever Moved Forward Standing Still’ – ‘The Next Move’. Put together by the all-agency group of CSM, Grey, Mediacom and Mongoose, the mini-documentary is Lucozade Sport’s first foray in to long-form content and continues the brand’s "Made to move" campaign, which aims to get one million people moving by 2020. It also promotes a partnership with Active Communities Network, a programme to give young people access to sports for which Michael volunteers as a coach.
The film sees 19-year-old Londoner Michael Kuku united with his hero, Anthony Joshua. The boxing champion surprises Michael at his house, before the two spend the day together sharing experiences, training and forming a friendship.
The film also follows AJ as he revisits his past to motivate Michael and future generations to keep moving forward. Moving from the streets of Southwark, to sparring with coach Sean Murphy in Finchley Boxing Club and over to the rooftops of Wembley, both athletes discover how each of them was made to move. To watch the full edit, click here