| Cannes Lions, 2015 | ||
|---|---|---|
| CYBER | INTEGRATED MULTI-PLATFORM CAMPAIGN: INTEGRATED MULTI-PLATFORM CAMPAIGN (ONLINE & OFFLINE) | GRAND PRIX |
| CYBER | CRAFT: STORYTELLING | GOLD |
| CYBER | WEB CAMPAIGN: CLOTHING, FOOTWEAR & ACCESSORIES | GOLD |
| CYBER | ONLINE VIDEO: INTERACTIVE VIDEO | SILVER |
| CYBER | CRAFT: USE OF VIDEO | SILVER |
| CYBER | SOCIAL: RESPONSE/REAL-TIME ACTIVITY (INCLUDING CROWDSOURCING) | SILVER |
| CYBER | SOCIAL: INNOVATIVE USE OF SOCIAL OR COMMUNITY (INCL. EMERGING PLATFORMS FOR BRANDS) | SILVER |
| BRANDED CONTENT AND ENTERTAINMENT | BRANDED ENTERTAINMENT: ORIGINAL BRANDED DIGITAL OR SOCIAL MEDIA | SILVER |
| PROMO AND ACTIVATION | PROMO & ACTIVATION: DIGITAL & SOCIAL: USE OF SOCIAL AUDIENCE IN A PROMOTIONAL CAMPAIGN | SILVER |
| One Show 2015 | ||
| Direct | Digital Direct Marketing / Websites, Microsites & Banners | Gold Pencil |
| Interactive | Interactive Advertising / Interactive Video | Gold Pencil |
| Interactive | Interactive Advertising / Interactive Video | Best in Interactive |
| Interactive | Websites / Footwear, Clothing & Accessories | Gold Pencil |
| Social Media | Social Media / Best Integrated Campaign Led by Social | Gold Pencil |
| Social Media | Social Media / Best Integrated Campaign Led by Social | Best in Social Media |
| UX / UI | User Experience Design - Web / Interface Design Craft | Silver Pencil |
| Clio Awards 2015 | ||
| Digital | Product/Service: Website | Gold |
| LIA (London International Awards), 2015 | ||
| Digital | Use of Social Media | Silver Winner |
| Digital | Campaign | Gold Winner |
Title: Will Beats Noise
Advertiser: UNDER ARMOUR
Agency: DROGA5
Geo: USA
URL: http://awardentries.info/UnderArmour-Gisele-Full-A
URL: http://awardentries.info/UnderArmour-Gisele-WebOnly-A
Director of Photography: Andrij Parekh(Smuggler)
Head of Broadcast Production: Ben Davies(Droga5)
Editor: Ben Jordan(Smuggler)
Creative Chairman: David Droga(Droga5)
Technical Director: David Justus(Droga5)
Creative Director: Hannes Ciatti(Droga5)
Director: Jaron Albertin(Smuggler)
Creative Director: John McKelvey(Droga5)
Chief Creation Officer: Sally-Ann Dale(Droga5)
Brand Strategy Director: Zach Foster(Droga5)
Art Director: Alexander Nowak(Droga5)
Digital Strategist: Candice Chen(Droga5)
UX Director: Daniel Perlin(Droga5)
Copywriter: Felix Richter(Droga5)
Associate Broadcast Producer: Goldie Robbens(Droga5)
Group Account Director: Julian Cheevers(Droga5)
Executive Interactive Producer: Justin Durazzo(Droga5)
Executive Broadcast Producer: Matt Nowak(Droga5)
Account Manager: Scott Sullivan(Droga5)
Chief Creative Officer: Ted Royer(Droga5)
Description of the Project:
Under Armour is a rising star in the sports apparel market, but its uber-masculine image was a polarizing barrier to women. Our brief was to connect with 20- to 35-year-old athletic women by establishing Under Armour as a stylish and empowering brand.
We looked at the larger cultural context of women today and found that they are surrounded by constant pressure. But will, a woman’s inner-strength, gives her the power to overcome all. I WILL WHAT I WANT celebrates women who defy expectations and ignore the noise of outside judgments.
To prove I WILL WHAT I WANT, we signed a woman who was sure to be judged, supermodel Gisele Bündchen. We announced the seemingly unlikely partnership with a teaser film, then used people’s real reactions in our TV ads just two days later.
A web experience became a live social experiment. For the first time, the entire online discussion about a single person was happening on one website in real time. Using WebGL, comments were rotoscoped, rendered, and projected instantly, making every view a unique experience.
I WILL WHAT I WANT featuring Gisele made uber-masculine Under Armour a symbol of women’s athletic aspiration, generating 1.5 billion media impressions.
$15 million in earned media
28% increase in sales
4 minutes average engagement time
+42% traffic to UA.com
900% increase in Style and Empowerment score
Under Armour 2014 Marketer of the year.
I WILL WHAT I WANT awarded by the United Nations Women for the positive empowerment of women and girls around the world.
UA has overtaken Adidas now second to Nike in the U.S.