| Title | RIPPED |
| Brand | UNDER ARMOUR |
| Product/Service | SPORTS APPAREL |
| Category |
A06. Use of Ambient Media: Large Scale |
|
Entrant Company
|
WE ARE PI Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
WE ARE PI Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
MSIX MEDIA AGENCY London, UNITED KINGDOM
|
|
Production Company
|
CINQ ETOILES Paris, FRANCE
|
Credits
| Alex Bennett-Grant |
WE ARE Pi |
Managing Director |
| Patrick Garvey |
We Are Pi |
Managing Partner |
| Barney Hobson |
WE ARE Pi |
Executive Creative Director |
| Rick Chant |
WE ARE Pi |
Executive Creative Director |
| Roberto Gonzales |
We Are Pi |
Art Director |
| Kaz Salemink |
WE ARE Pi |
Designer |
| Joao Valente |
We Are Pi |
Copywriter |
| Jessica Perri |
WE ARE Pi |
Planning Director |
| Kimia Farshidzad |
We Are Pi |
Executive Producer |
| Sam Speed |
We Are Pi |
Account Manager |
| Ekaterina Golovkina |
We Are Pi |
Producer |
| Andrea van den Bos |
We Are Pi |
Planner |
| Ambar Surastri |
We Are Pi |
Project Manager |
Brief Explanation
Under Armour is a well established sports brand in the US.
The objective of the campaign was to raise awareness of Under Armour in the UK by leveraging the 2015 Rugby World Cup, whilst also communicating their main apparel product- compression shirts.
The insight that drove the campaign is that, no matter what country they play for, the world's best athletes all have one thing in common- Under Armour compression.
By ripping away a top layer, we revealed that it's what's underneath that matters.
Results and Effectiveness
It is too early to gauge results as the communications are still in market.
Creative Execution
Not being a mass market advertiser, our challenge was to connect with Rugby fans travelling to games with standout executions, which reflect the brands core values of powering high performance athletic endeavour.
The Waterloo Domination was selected both for its intimidating size and strength and as an ideal place to reach travelling rugby fans as a key gateway to the World Cup’s premier stadium; Twickenham.
Insights, Strategy and the Idea
The core consumer for this brief was young British rugby players. These consumers may have heard about the brand through their sponsorship of the Welsh Rugby Team.
As the objective was to raise awareness, we were briefed to also speak to a wider, mass audience.
The plan was to execute an authentic, unique rugby campaign (speaking to the core consumer), but scale it up so it grabbed London's attention.
To achieve scale, we literally stopped traffic by floating a barge up the Thames so large it opened the Tower Bridge.