Challenge 

We supported our sister agency, Twelve AM to re-establish Maximuscle as a premium brand within the protein market, utilising a key brand ambassador to feature in the multi-channel campaign centred around an atmospheric short film.

Solutions 

An F-16 fighter-jet roll is equivalent to 9 G’s of force. NASA pilots pass out at 10 G’s if they’re not wearing modified G-force suits. However, this all pales in comparison to professional rugby players and what they put their bodies through on a weekly basis.

A study carried out by the NY Times saw the average player clock up over 20 Gs with some collisions going as high as 40 Gs. Only a select few have the strength and courage to endure such forces – and keep coming back for more. In unearthing this key insight into the sacrifices made by rugby players to prepare their bodies for the impact incurred from their sport, we developed ‘Dedication Deserves Results’.

Results 

A short film that generated an authentic emotional connection with the audience through impact and the forcefulness and collisions in rugby for the upcoming British & Irish Lions tour.

Reaching the target audience was key to success and shooting in both vertical and 16:9 format fully optimised the films for mobile viewing habits with a social activation, that saw the hero content featured on screens across 52 selected gyms in the UK.

Each with a sampling initiative that coincided with the timings of the Lions Tour. The film was also shown on VOD platforms before key games of the 2017 B&I Lions tour of New Zealand, as well as bespoke edits for social media.