Under Armour’s uber-masculine image had become a polarizing barrier to women.
I WILL WHAT I WANT was created to change that, by celebrating women who defy expectations and ignore the noise of outside judgments. I WILL WHAT I WANT launched UA’s global women’s business. It’s been the most successful campaign in the brand’s 16 year history and made Under Armour a symbol of female athletic aspiration.
Under Armour has been awarded marketer of the year, and the work received the Cannes Grand Prix, Best in Show at The One Show and the Gold Effie.
Created at Droga5 New York.
WILL BEATS NOISE
A FIRST OF ITS KIND, LIVE SOCIAL EXPERIMENT.
The campaign featuring Gisele Bündchen activated a two way, cultural discussion with athletic females.
CASE STUDY / WILL BEATS NOISE
1 / SIGNING & ANNOUNCEMENT
We signed a woman we knew would be judged: Supermodel Gisele Bündchen. Then announced the unlikely partnership and, as we anticipated, everyone had something to say.
2 / REAL TIME FILMS
We then used people's real social comments in our commercials and online films - Making them a different film, every time.
3 / LIVE WEB EXPERIENCE
The Web experience became a live social experiment. For the first time, the entire online discussion about a single person was happening on one website, in real time. Proving will beats noise, live.