A branded five-a-side activation for Lucozade Sport and adam&eve

Brand and agency, on the same pitch

Lucozade Sport and adam&eve wanted to put a brand and its agency against each other in a way that would actually produce something, not just a kickabout, but an activation that came back with usable content attached.

Secta ran the whole thing: pitch, officials, format and the branding build. The five-a-side pitch was dressed in full Lucozade Sport livery, perimeter boards carrying the brand's “Football is Football” line, so every frame shot on the day carried the campaign with it.

Built to be filmed

This is the difference between covering an event and designing one to be covered. Because Secta handled both the organising and the content, the day was set up so the camera was always in the right place: branding in shot, the referee visible, the match structured to produce moments rather than just minutes.

The output was a full case-study film alongside the stills, giving both the brand and the agency something to use well beyond the afternoon itself.

Why it matters

Most sports content is commissioned after the fact, which limits what a crew can get. Running the event and the content together means the branding, the format and the coverage are all designed as one thing, and the result is content that works as marketing, not just as a record of a nice day out.