Two boys in a boat

Duracell gets out on the high seas.
2 Boys In A Boat.  Talisker Atlantic Whiskey Challenge.  Antigua.

Believe it or not, we get pretty excited when it comes to people managing 10 km runs. So it’s hard to fathom the accomplishments of Jamie Sparks and Luke Birch, two 21-year-olds who set a world record rowing 4,800 kms (3000 miles) across the Atlantic to raise money for Breast Cancer Care. Sponsored by Duracell and captured by Grey London in a documentary, the guys (the youngest to ever complete the journey) dodged shipping containers, rowed past sharks and rode across some very tall waves to accomplish their goal, all while rotating at the helm in two-hour shifts. There was plenty of charge in their batteries, that’s for sure, which makes for some pretty compelling branded content for the battery maker.


Brand: Duracell
Agency: Grey London
Creative Director: Andy Lockley
Executive Creative Director: Nils Leonard
Copywriter: Andy Lockley
Art director: Andy Lockley
Creative producer: Sam Morton
Planner: Bhavin Pabari
Media agency: SMV
Media planner: David Boast
Production company: Greyworks
Editor: Emily Macdonald
Producer: Emma Hayton, Greyworks
Post-production: Greyworks
Soundtrack composer: The track is from audio network, it’s called Red Planet, composer is Terry Devine-King
Audio post-production: Greyworks
Exposure: Online & PR