Fuel to Go the Distance

Lucozade has unveiled a major new summer football campaign, transforming London’s iconic BFI IMAX Waterloo with a full-building wrap featuring 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. Leveraging the brand’s partnership with Jude Bellingham, the activity places 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. By connecting consumers with these moments of elite performance, the activation aims to reinforce Lucozade’s ‘Fuel to Go the Distance’ campaign and strengthen awareness of the brand during a major summer of football. At the heart of the campaign is a full wrap of the BFI IMAX Waterloo, reimagining one of Britain’s most iconic advertising canvases as a large-scale expression of Lucozade’s ‘Fuel to Go the Distance’ campaign.
Featuring Jude Bellingham alongside distinctive Lucozade branding, the creative captures the intensity, focus and resilience required to perform on football’s biggest stage. Clean, high-contrast visuals and bold graphic simplicity allow the work to land with impact at monumental scale, while maintaining a premium, performance-led aesthetic.
The execution is designed to represent the mindset required to endure under pressure. Bellingham becomes the embodiment of composure and determination, transforming the IMAX into a powerful visual statement about what it takes to go the distance when expectations are at their highest.
Delivering the creative across one of Europe's most recognisable out-of-home formats required extensive planning and adaptation, ensuring every element worked seamlessly across the landmark structure while retaining its impact from every viewing angle.