| Title | RIPPED |
| Brand | UNDER ARMOUR |
| Product/Service | SPORTS APPAREL |
| Category |
A07. Use of Events and Stunts |
|
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 physically 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 campaign is still in market.
Creative Execution
We needed to make a bold statement to both our core consumers and to journalists and influencers. We invited the press down to the Thames to undertake a training programme with rugby athletes Jamie Cudmore and Jamie Roberts. In addition to a Q&A with the athletes, the press and influencers then had a spectacle to behold as our oversized barge complete with special build poster raised the Tower Bridge. The top layer of the creative was torn away to reveal what is underneath - Under Armour compression.
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, whist we ripped away a layer of the creative.