UNDER ARMOUR
GRIND NOW. GLORY LATER.
UNDER ARMOUR
GRIND NOW. GLORY LATER.
UNDER ARMOUR
GRIND NOW. GLORY LATER.
Role:
Creative Lead, Copywriter
Deliverables:
Concept Campaign, Copywriting
Team:
Art Director: Thiago Andrade
CD's: Matteo Gallinelli/Guillaume Roukhomovsky
ECD: Mikey Farr
How do you do a World Cup campaign, when you’ve got no presence at the tournament itself?
How do you do a World Cup campaign, when you’ve got no presence at the tournament itself?
How do you do a World Cup campaign, when you’ve got no presence at the tournament itself?
Context
Context
Context
As Under Armour how do we do a World Cup campaign, when we’ve got no presence at the tournament itself? (And we knew our competitors would have splashed out on massive spots that would run throughout the entire competition).
As Under Armour how do we do a World Cup campaign, when we’ve got no presence at the tournament itself? (And we knew our competitors would have splashed out on massive spots that would run throughout the entire competition).
As Under Armour how do we do a World Cup campaign, when we’ve got no presence at the tournament itself? (And we knew our competitors would have splashed out on massive spots that would run throughout the entire competition).
Mission
Mission
Mission
We thought we’d do something different. We’d launch our campaign right after the final whistle has blown. Why? Well the audience we were talking to, didn’t have the luxury of having a month off in the sunshine, playing on perfectly manicured pitches. Our audience’ seasons didn’t just magically stop because the tournament was on. They had to keep training and playing in the darkest of winter. In the freezing cold, and the pouring rain. They had to Grind.
We thought we’d do something different. We’d launch our campaign right after the final whistle has blown. Why? Well the audience we were talking to, didn’t have the luxury of having a month off in the sunshine, playing on perfectly manicured pitches. Our audience’ seasons didn’t just magically stop because the tournament was on. They had to keep training and playing in the darkest of winter. In the freezing cold, and the pouring rain. They had to Grind.
We thought we’d do something different. We’d launch our campaign right after the final whistle has blown. Why? Well the audience we were talking to, didn’t have the luxury of having a month off in the sunshine, playing on perfectly manicured pitches. Our audience’ seasons didn’t just magically stop because the tournament was on. They had to keep training and playing in the darkest of winter. In the freezing cold, and the pouring rain. They had to Grind.
The Delivery
The Delivery
The Delivery
So we launched a mantra-esque campaign that would resonate with them, and acknowledge the effort they put in whilst the whole world was watching football: Grind Now Glory Later.
So we launched a mantra-esque campaign that would resonate with them, and acknowledge the effort they put in whilst the whole world was watching football: Grind Now Glory Later.
So we launched a mantra-esque campaign that would resonate with them, and acknowledge the effort they put in whilst the whole world was watching football: Grind Now Glory Later.
We hit the city with a bunch of tactical projections ahead of the big England games, spreading the Grindset mentality across the city.
We hit the city with a bunch of tactical projections ahead of the big England games, spreading the Grindset mentality across the city.
We hit the city with a bunch of tactical projections ahead of the big England games, spreading the Grindset mentality across the city.
With each game they won we reminded the team and the young football players out there to focus on the bigger prize, and not get distracted.
With each game they won we reminded the team and the young football players out there to focus on the bigger prize, and not get distracted.
With each game they won we reminded the team and the young football players out there to focus on the bigger prize, and not get distracted.
Out Of Home
Out Of Home
Out Of Home
Social Media
Social Media
Social Media
Real Ballers
Real Ballers
Real Ballers
We cast real ballers from London, with our hero, Mugisa, being an academy player who literally has to get up in the dark and travel across his city to get to training.
We cast real ballers from London, with our hero, Mugisa, being an academy player who literally has to get up in the dark and travel across his city to get to training.
We cast real ballers from London, with our hero, Mugisa, being an academy player who literally has to get up in the dark and travel across his city to get to training.
Picadilly Takeover
Picadilly Takeover
Picadilly Takeover
We even brought our mantra to life with a bombastic takeover of the iconic Piccadilly Circus Lights. Working with Studio Dumbar to create a bold, dynamic version of Grind Now Glory Later dropping the day after the World Cup final.
We even brought our mantra to life with a bombastic takeover of the iconic Piccadilly Circus Lights. Working with Studio Dumbar to create a bold, dynamic version of Grind Now Glory Later dropping the day after the World Cup final.