Twelve A.M. / Case Study

Maximuscle Proves Dedication Deserves Results

Helping the UK’s leading Sports nutrition brand rise to the top

We were tasked with re-establishing Maximuscle as a premium brand within the protein market, using a key brand ambassador to feature in the multi-channel campaign centered around an atmospheric short film.

Did you know that an F-16 fighter-jet roll is equivalent to 9G’s of force? NASA pilots pass out at 10G’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 New York Times saw the average player clock up over 20G’s with some collisions going as high as 40G’s. 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 impact incurred from their sport, we developed ‘Dedication Deserves Results’.

We generated an authentic emotional connection with the audience through impact, the forcefulness and collisions in rugby for the British and 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.