Lucozade launches £6m Love Island partnership in first TV ad from in-house ‘TED unit’

The spot is part of a £6m multimedia campaign partnership with ITV2’s Love Island, which also includes in-store activity, a Snapchat lens, Love Island app, influencer content, print, out of home and a competition to win tickets to the show’s live final.

The strategy and creative for the campaign was led by TED, founded in 2016 to carry out production and creative work for the more straightforward parts of the company’s marketing output, complementing the “strategy, big creative concepts and big production” contributed by Grey London.

Laura Cripps was the creative strategist and project lead for TED. The ad was written by Laura Cripps and directed by Matt Carter, and produced by ITV’s in-house production team. The media agency is MediaCom.

Laz Ioannou, creative director at TED, said: “Our writers, designers and strategists sit alongside the marketing teams every single day, allowing us to get truly under the skin of their brand. We tapped into the Lucozade Zero brand team’s consumer insight and were then able to take them through every step of our creative process.

“Collaborating with ITV’s production house also opened the door to an agile and iterative process, which we believe has helped develop a great end result.”

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