With all eyes on the World Cup, Lucozade has launched a new summer football campaign with a full building wrap of London’s BFI Imax starring England star Jude Bellingham.

Developed by brand activation agency Zeal, the activity is designed to drive mass awareness and reinforce Lucozade Sport’s position as the trusted performance partner in elite sport.

The campaign forms part of Lucozade’s wider strategy to strengthen its association with elite athletic performance during one of the biggest football moments in the world. 

By using the brand’s partnership with Jude Bellingham, the campaign has been designed to position Lucozade at the centre of moments where physical endurance is pushed to the limit.

The campaign is built on the insight that major international football moments represent the ultimate test of endurance. Players perform under immense pressure and in intense conditions, making it the ideal stage to demonstrate Lucozade Sport’s association with moments of high performance in sport. 

The activation aims to reinforce Lucozade’s ‘Fuel to Go the Distance’ campaign.

Rosie Gridley, Brand Manager at Suntory Beverage & Food Great Britain and Ireland, explains: “This moment represents one of the biggest stages in global sport and the perfect opportunity to showcase the role Lucozade Sport plays in powering elite performance.”

She continued: “By harnessing our partnerships with The FA and Jude Bellingham, this campaign places our brand and drinks right at the heart of the action. The Imax takeover brings that to life at a scale that reflects both the significance of the moment and Lucozade Sport’s long-standing role within sport and performance occasions.”

Carl Eatson, Creative Director at Zeal, added: “Every major sporting event is the ultimate test of endurance, and this summer’s tournament is no different, so we wanted to create something that felt worthy of that stage.”

He continued: “The Imax gave us the perfect opportunity to turn a landmark building into a giant expression of Lucozade's brand campaign, using Jude Bellingham as the embodiment of the resilience and determination needed to perform under pressure. The challenge wasn't simply to create a big piece of outdoor advertising, but to create a moment people couldn't ignore. Every creative decision was designed to build intensity, spark engagement and bring ‘Fuel to Go the Distance’ to life at a truly iconic scale.”

The campaign will run across additional high-impact out-of-home formats in London, Manchester and Birmingham, extending Lucozade’s presence throughout the tournament period. Media planning and buying was handled by WPP Media.

Lucozade Sport provides carbohydrates and electrolytes to enhance hydration and help maintain endurance performance.