From Radio to TV: Lucozade’s Award-Winning Campaign

07 Aug 2015

David Krueger, copywriter and Group Head at Ogilvy Johannesburg, chats to Adlip about the challenges of turning the Cannes winning Lucozade radio campaign into original TV commercials.

After the success of the first campaign, client and agency partnered with Dean Blumberg to create the  entertaining series of films. Krueger describes how the director managed to bring the scipts to life:The TV ads feature “tightly cropped visuals”, never revealing the face of the actors. Dean’s method of connecting to the emotions of the protagonists resulted in viewers relating individually to characters.

“The concept really had a lot of legs…and we showed that it was bigger than just a once off radio campaign,” says Krueger.


See the interview and full article here: