Lucozade is an energy drink to replenish lost sugars and energy after exercise. But instead of advertising to athletes, adventurers and sports enthusiasts, this campaign focuses on the urban dweller (ages 18-30) and promises to replenish their energy when their doing even the most mundane day-to-day activities. The campaign illustrates the exaggerated effort of simple day to day activists in a very graphic, iconic and almost satirical way, depicting people in a series of mundane scenes and the energy they spend in such minor yet epic activities. Energy for the Everyday.

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