2 PACESETTERS
T w o b r a n d s u s i n g a d v e r t i s i n g t o e m p o w e r i n 2 0 1 6
INSPIRING US ALL
T h e s u c c e s s o f U n d e r A r m o u r ’ s a d v e r t i s i n g i n 2 0 1 6 c a n n o t b e d e n i e d ; p e o p l e l o v e watching i t . T h e i r c a m p a i g n s h a v e l e f t l a s t i n g i m p r e s s i o n s o n v i e w e r s t h r o u g h e n g a g i n g s t o r y t e l l i n g o f a m b a s s a d o r s o v e r c o m i n g a d v e r s i t y . T h i s b e g a n in 2014 w i t h M i s t y C o p e l a n d b e c o m i n g t h e first b l a c k P r i m a B a l l e r i n a d e s p i t e b e i n g t o l d a t a y o u n g a g e t h a t “ s h e w a s n ’ t s u i t e d t o ballet ” ; U n d e r A r m o u r c a p t u r e d t h i s beautifully in their c a m p a i g n .
T h e i r 2 0 1 6 “ R u l e Y o u r s e l f ” c a m p a i g n focused on personal empowerment , the idea o f b e i n g y o u r o w n m o t i v a t i o n , b e l i e v i n g i n yourself . T h i s w a s excellently illustrated b y t h e U S W o m e n ’ s G y m n a s t i c s Team and Michael Phelps T V s p o t s ; t h e latter b e c o m i n g o n e o f t h e m o s t s h a r e d O l y m p i c spots e v e r produced .
Continuing their theme of empowerment , they collaborated with Christin Rose , w h o p h o t o g r a p h s y o u n g w o m e n i n s p o r t s a n d i s dedicated to uplifting them and their self b e l i e f . T h i s c a m p a i g n s a w U A c r e a t e a l i n e o f s p o r t s c l o t h i n g s p e c i f i c a l l y f o r w o m e n with the t a g l i n e “ S h e P l a y s W e W i n ”.
Creating a platform for all people to feel e m p o w e r e d b y p l a y i n g sport h a s b e e n critical to Under Armour ’ s success in 2016 , a n d t h e r e c e p t i o n h a s b e e n n o t h i n g s h o r t o f o v e r w h e l m i n g l y p o s i t i v e . R o l l o n 2 0 1 7 !
DARE TO BELIEVE
I t i s f a i r t o s a y t h a t a s p o r t s b r a n d h a s c r e a t i v e licence t o t e l l s t o r i e s a r o u n d m a j o r s p o r t i n g e v e n t s . H o w e v e r , a financial brand attempting this form of storytelling is m o r e u n u s u a l .
I n d e e d , i n s u r a n c e b r a n d A l l i a n z h a v e u s e d t h e i r s p o n s o r s h i p o f b o t h t h e P a r a l y m p i c s a n d T h e B r i t i s h P a r a l y m p i c A s s o c i a t i o n t o a p p e a l t o a b r o a d c o m m u n i t y . T h e y t o l d t h e s t o r y o f s e v e n P a r a l y m p i a n s a n d t h e life- c h a n g i n g m o m e n t s t h a t l e d t o t h e m b e c o m i n g world- class athletes .
T h i s a c t i v a t i o n c u l m i n a t e d i n t h e production of a series of short films entitled D a r e t o B e l i e v e i n p a r t n e r s h i p w i t h C h a n n e l 4 . S t o r i e s w e r e t o l d o f Powerlifter Ali Jawad , wheelchair racer Hannah C o c k r o f t M B E , e q u e s t r i a n r i d e r Natasha Baker MBE , wheelchair tennis player Jordanne Whiley M B E , f o o t b a l l e r J a c k R u t t e r , paratriathlete L a u r e n S t e a d m a n a n d r u n n e r G e o r g i e H e r m i t a g e .
U s i n g a t h e m e o f e m p o w e r m e n t t h r o u g h t h e i r s t o r y t e l l i n g a l l o w s b o t h U n d e r A r m o u r a n d A l l i a n z t o t e l l a u t h e n t i c stories based in reality t o t a p into c o n s u m e r ’ s e m o t i o n s . T h e s e stories that create personal relationships with a brand h e l p t o e s t a b l i s h l o n g - t e r m b r a n d loyalty a n d w e r e i m m e n s e l y s u c c e s s f u l f o r b o t h b r a n d s i n 2 0 1 6 .