Cannes Lions

Unlike Any

DROGA5, New York / UNDER ARMOUR / 2018

Awards:

3 Shortlisted Cannes Lions
Presentation Image
Film
Film

Overview

Entries

Credits

Overview

Description

Women in sports are achieving things that have never been seen before, but their success is undermined in comparison to their male counterparts. Nowhere was this more evident than in the 2016 Rio Olympics, where female athletes like Simone Biles were called “like a female Kobe Bryant,” while Katie Ledecky was labeled “a female Michael Phelps.”

“Unlike Any” is a campaign for Under Armour Women’s that celebrates modern female athletes for their extraordinary abilities. In collaboration with lyricists and spoken-word artists, we pay tribute to six groundbreaking women, like Misty Copeland and Natasha Hasting, and their stories.

The campaign consists of 6 films and over 300 pieces of bespoke content that lives cross-platform on social, digital and retail.

The work aims to break the increasingly familiar construct of empowerment campaigns that only recognize women through the lens of struggle, and to give female athletes the reverence they deserve.

Execution

“Unlike Any,” is a campaign that celebrates extraordinary female athletes in collaboration with spoken-word artists. We selected athletes based on their stories & the strength of their sport communities, & paired them with poets to create tributes.

Outcome

+990M total campaign impressions, inclusive of paid & earned impressions on social partners (Facebook, Instagram, Snapchat, YouTube and Pinterest), digital partners (Refinery29 and Well+Good), & through a launch event & PR.

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