Lucozade Energy is set to own summer with a bold, high-energy social campaign aimed at grabbing attention and getting people talking. Created to captivate audiences, drive engagement and promote a nationwide competition, Thirsty For Summer?, combines an innovative mix of photo manipulation, stock imagery, CGI, typography animation, generative AI, and bespoke sound design. The result? A vibrant and dynamic content series reflects the energy and excitement of summer moments.
At the heart of this groundbreaking campaign is a collaboration with some of the most talented creatives in the industry. Lucozade Energy teamed up with renowned director Onur Senturk, whose visually stunning work includes the iconic Game of Thrones: Winter Is Coming teaser. Onur and his team bring their signature cinematic flair to the project, ensuring every frame delivers energy and impact. Adding another layer of brilliance is the sound design powerhouse Box of Toys, whose bespoke audio compositions elevate the campaign’s sensory impact.
This campaign has been spearheaded by Invention, Lucozade Energy’s creative partner agency in Ireland, which has seamlessly integrated specialist talent with its in-house expertise to deliver a fresh, streamlined production approach. Together with media agency Mindshare, they have crafted a robust strategy to ensure maximum reach and resonance across platforms, amplifying Lucozade Energy’s presence throughout the summer season.
The campaign aims to do more than just turn heads—it’s designed to drive interaction. Through compelling visuals, immersive sound, and an energetic narrative, the content encourages audiences to engage, participate in competitions, and ultimately associate Lucozade Energy with feel-good moments of summer.
“Summer is all about energy, vibrancy, and unforgettable moments—and that’s exactly what we wanted this campaign to embody,” says Michelle Darlington, Marketing Manager Lucozade Energy, Zero & Alert. “By collaborating with a brilliant team of creatives and media experts, we’ve created something bold and engaging that we believe will resonate with our audience and make Lucozade Energy the go-to drink of the season.”
“At Invention, we’re building an extraordinary roster of creative collaborators—both in Ireland and across the globe. Collaboration and innovation are the foundations of everything we make. Bringing in creative talent like Onur reflects the kind of creativity we’re cultivating in the studio,” said Laurence O’Byrne, ECD at Invention.
With its unique blend of artistry and innovation, Lucozade Energy’s summer campaign is poised to bring a fresh approach to branded social content.
