Challenge:
During the COVID-19 pandemic, Under Armour South-East Asia was looking to develop a creative through-the-line campaign for their women’s collection. They also wanted a campaign that would help connect them to their community while in lockdown. As a brand, Under Armour is known for pushing limits, discipline and performance but during a pandemic where individuals were languishing, how did this fit in with the Under Armour mentality?
Solution:
With the insight that women in South East Asia are least likely to prioritise their own wellbeing and health in favour of looking after others, we created a community-centred campaign - ‘#U1st’ - with the aim of bringing women together to highlight the importance of putting themselves first.
Sourcing a range of local ambassadors including boxer Kristie Gannaway, fencer Amita Berthier, Kelly Latimer and personal trainer, Cheryl Loh to be the U1st squad, these women became the driving force of the campaign with unique content created to share their own routines, tips and advice on how to prioritise their physical and mental wellbeing.
Scope:
Brand identity roll-out
Through-the-line campaign
Layout and graphic design
Contributors:
Work done as part of INVNT
Creative team included Adam Harriden (Executive Creative Director), Sarah Bailey (Creative Director), Tim Prosser (Art Director) and Karen Ho (Graphic Designer)
DIGITAL
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CONTENT
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DIGITAL - CONTENT -
Given the nature of the pandemic, the majority of the month-long campaign was digital. A U1st Hub microsite was created to house content and information such as tips from the experts on training, nutrition and mental health. There were also Instagram Live sessions with the ambassadors on how they put themselves first and episodes where they talk to industry experts on how to get the most of their minds and bodies. Other content forms included social media posts, ‘ask me anything’ videos, and written articles.
U1st
U1st became a unique identity for the campaign that rolled out across a range of platforms including a a U1st hub website, social media posts and stories, and collateral such as ambassador guides, tote bags, and welcome letters. The campaign concluded fittingly with a special in-person event: rooftop yoga above Marina Bay Sands.
