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.
Grand Prix
Best in Show
Work created at previous agency
A first-of-its-kind live social experiment featuring supermodel Gisele Bündchen
Under Armour’s uber-masculine image had become a polarizing barrier to growing its women’s business. "I Will What I Want" was created to change that, by celebrating women who defy expectations and ignore the noise of outside judgments.
Case Study — Will Beats Noise
Under Armour signed a woman they knew would be judged
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.
60 Second Commercial — Will Beats Noise
For the first time, a discussion about a single person happened on one website in real time
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.
Digital Experience — Will Beats Noise
Online viral sensation
Under Armour is a viable threat to Nike
"I Will What I Want" launched UA’s global women’s business
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.
- 5 billion media impressions
- +42% traffic to UA.com
- +28% in sales
- Under Armour Marketer of the Year AdAge
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 Armour
Output
- 4Cs Research
- Brand Strategy
- Brand Book and Identity
- Global Creative Platform
- Global Women’s Campaign
- Production - Film, digital and print
- Communications Planning