Know Sweat Know Triumph

Lucozade Sport

Legends of the Game

We decided to use Irish rugby players and their chase for glory as a platform, and developed the gritty and visceral ‘Know Sweat. Know Triumph.’ campaign. Renowned American photographer Zach Gold – famous for shooting LeBron James for Nike, Drake, David Beckham, and 50 Cent – shot Conor Murray, Sean O’Brien, and Cian Healy in a way that framed them as dedicated, hardcore athletes. From that, we ran a high-impact campaign across OOH and instore, with real-time digital engagement across display and social media.

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