I WILL WHAT I WANT
Under Armour’s uber-masculine image had become a polarizing barrier to women. I WILL WHAT I WANT changed that image by celebrating women who defy expectations and ignore the noise of outside judgments.
We began with the inspiring personal story of ballerina Misty Copeland, launching UA’s global women’s business with the most successful campaign in the brand’s 16 year history.
Created at Droga5 New York.
GLOBAL PLATFORM LAUNCH
WILL TRUMPS FATE
I WILL WHAT I WANT celebrates all women defying expectations and ignoring the noise of outside judgments.
We launched with the inspiring personal story of Misty Copeland, the first African-American ballerina soloist for the American Ballet Theatre, in TV, cinema, online and OOH. Misty wasn't predestined to be a ballerina.
But will trumps fate.
I WILL WHAT I WANT – LAUNCH FILM
Our campaign became a viral sensation extensively covered by worldwide media, generating 3.5 billion media impressions and $20 million in earned media.
In less than 12 months, Misty Copeland has gone from ballet star to one the most recognized people in the world.
I WILL WHAT I WANT – CASE STUDY
RESULTS
PART 2 / WILL BEATS NOISE – GISELE BÜNDCHEN
