Cannes Lions
DROGA5, New York / UNDER ARMOUR / 2015
Overview
Entries
Credits
Description
n/a
Execution
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, then as people reacted on social media, we used their comments in our TV ads just two days later. A web experience became a live social media experiment, with the entire online discussion about a single person happening on one website, in real time.
Outcome
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.
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