![TML 2](https://theacademy.imgix.net/TML_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1280&q=80&w=1920&s=fad3cd094346a9326b229865e2ebeeee 1920w, https://theacademy.imgix.net/TML_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1147&q=80&w=1720&s=ec6b21eb00821f0735d4d1acf53fe15a 1720w, https://theacademy.imgix.net/TML_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1013&q=80&w=1520&s=8fdf5e93c94bfa074f4c364065a69f5f 1520w, https://theacademy.imgix.net/TML_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=880&q=80&w=1320&s=b05eae62e0e678e7c3018b0f7096e472 1320w, https://theacademy.imgix.net/TML_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=747&q=80&w=1120&s=21289630bc04be265111ff5415797b27 1120w, https://theacademy.imgix.net/TML_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=613&q=80&w=920&s=a87767c393a65b97f6f7263a0889a4b0 920w, https://theacademy.imgix.net/TML_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=480&q=80&w=720&s=5af2a4982a374f11a2a4b44a72dbfcff 720w, https://theacademy.imgix.net/TML_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=9d9ca9bfa0e7553cb3e1a463673bcfea 600w)
The Movers List
Lucozade Sport
Lucozade Sport is a drink associated with football, boxing and running thanks to years of brand sponsorship focussed on those sports. We wanted to grow its market share by making the drink relevant to more sporting communities. The Movers List celebrated 50 unsung local champions who inspired others to move more, including Mac Ferrari, a reformed gang member who leads BMX Bikestormz with young adults, Khadijah Safari, who started the first women-only martial arts club, and Hannah Hawkey, who runs fitness classes set to heavy metal and rock music soundtracks. The campaign increased Lucozade Sport consideration by 11% and sales by £1.1m.
PRCA Winner: Consumer PR High Budget Award
PR Week Winner: Best Influencer Marketing Campaign
![TML 1](https://theacademy.imgix.net/TML_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&q=80&w=1600&s=609aea9a7151f4fd85fb41e428470780 1600w, https://theacademy.imgix.net/TML_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=933&q=80&w=1400&s=8d9e54df8232587a9dbf20bc4d90863b 1400w, https://theacademy.imgix.net/TML_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=800&q=80&w=1200&s=374c5f296dfc30079091d5ca937d28fc 1200w, https://theacademy.imgix.net/TML_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=667&q=80&w=1000&s=c2c5d7976b7164d62b63e1280e0630e2 1000w, https://theacademy.imgix.net/TML_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=533&q=80&w=800&s=ff135483ced374246e5d6aae917ec377 800w, https://theacademy.imgix.net/TML_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=34bc4554ea910d3401e4bdcbd77dc350 600w, https://theacademy.imgix.net/TML_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=267&q=80&w=400&s=00bbc001fee2a0d89a9046e948019ccf 400w)
![TML 4](https://theacademy.imgix.net/TML_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&q=80&w=1600&s=fafc8bad075b2bd2e7cd02db61feb74c 1600w, https://theacademy.imgix.net/TML_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=933&q=80&w=1400&s=75347c2a24c70bbf0ff6b513d3d4993f 1400w, https://theacademy.imgix.net/TML_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=800&q=80&w=1200&s=57c38e0aa70f5ef3c0195b5c16fbae9e 1200w, https://theacademy.imgix.net/TML_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=667&q=80&w=1000&s=ca29af401f2ffe42b40883a7b1a83757 1000w, https://theacademy.imgix.net/TML_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=533&q=80&w=800&s=a7afd952af55c20bd4d8f39bd26ae8b0 800w, https://theacademy.imgix.net/TML_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=b78568e634a2a9ff151a954b6b688beb 600w, https://theacademy.imgix.net/TML_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=267&q=80&w=400&s=da74555fbce6ea37afd6adac0b5e9d97 400w)
![TML 5](https://theacademy.imgix.net/TML_5.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&q=80&w=1600&s=2888459b15454ce025286aaf85750f91 1600w, https://theacademy.imgix.net/TML_5.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=933&q=80&w=1400&s=7c82afa73a7a44974f02ab0001ed0b4c 1400w, https://theacademy.imgix.net/TML_5.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=800&q=80&w=1200&s=6f6ff90242bf807cfad5d4638b2379d0 1200w, https://theacademy.imgix.net/TML_5.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=667&q=80&w=1000&s=8a52c58df0500b8c62e8f6de99972a41 1000w, https://theacademy.imgix.net/TML_5.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=533&q=80&w=800&s=e74131094a2d810f1d2d25bca6565dc6 800w, https://theacademy.imgix.net/TML_5.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=7353b68d30c8a087bee3427d2177fc4e 600w, https://theacademy.imgix.net/TML_5.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=267&q=80&w=400&s=c9df9fc0a0923373a801d69f744a81ad 400w)