I Will What I Want
As Under Armour looked to grow its women’s business to $1 billion, it became clear that their testosterone-fueled image failed to connect with women. "I Will What I Want" was created to change that by celebrating women who defy expectations and ignore the noise of outside judgments.
- Marketer of the Year
- Positive Empowerment of Women
- Grand Prix
- Best in Show
OUR APPROACH
The campaign launched with the inspiring personal story of Misty Copeland, the first African American ballerina soloist for the American Ballet Theatre. In spite of the countless rejection letters Misty received as a young girl, she pursued her passion and persevered.
Like many women, I was told that I wasn’t good enough and that I couldn’t succeed, but I willed myself to where I am now.
Misty CopelandTime Magazine
THE IMPACT
10 best sports moments of the year
Wall Street Journal
The campaign became a viral sensation extensively covered by worldwide media, generating 3.5 billion media impressions and $20 million in earned media. In less than 12 months, Misty Copeland catapulted from a New York City ballet star to the cover of Time magazine’s “Most Influential People” 2015 issue.
Following Misty’s launch of "I Will What I Want," Under Armour announced the signing of Gisele Bündchen. The supermodel proved that “Will Beats Noise” in a synchronized social experiment.
How Under Armour smacks down the naysayers.
—Forbes
WILL BEATS NOISE
Supermodel Gisele Bündchen, more readily known for her beauty than athleticism, represented an unlikely partnership with the performance brand. And, as anticipated, everybody had something to say.
Gisele is just a model.
@******
OUR APPROACH
After PR release went live a custom engine scraped the web, social platforms and media outlets for real comments about Gisele and Under Armour. The unfiltered conversation became part of the campaign itself and was used in commercials and online films two days later.
Live commentary about Gisele from all over the web was rendered and projected into a room while she worked out. It was a new and custom experience for every viewer visiting the website.
THE IMPACT
The campaign became one of the most successful in Under Armour’s history and transformed the brand into a symbol of female athletic aspiration.
A new Under Armour.
ESPN
Don't call her just a model.
Targeting the female market with this viral campaign proved to be a winning strategy for Under Armour.
Forget designer gowns. This is the Brazilian supermodel like you've never seen her before.
Client
Under ArmourOutput
- 4Cs Research
- Brand Strategy
- Brand Book and Identity
- Global Creative Platform
- Global Women’s Campaign
- Production: Film, Digital and Print
- Communications Planning
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