Lucozade: Ice Kick with Jude Bellingham

We leaned into the fact that social media is an amateur detective club. There’s nothing people like more than sleuthing secrets, trading news, and sharing hot takes. This is particularly true within deep fandoms, like football, so we played on this in the campaign. 

Jude set the mystery in motion by announcing a Jurassic-size locked ice box discovered on a London 5-a-side pitch. To break the code and get their hands on the latest collab drop from Lucozade and Jude, fans had to solve a series of cryptic clues. Luckily, the public and a host of football influencers were on hand to do exactly that.