Under Armour - World Cup ‘22
Grind Now. Glory Later.
Tasked with creating a world cup advert for Under Armour, without having a presence in Qatar, we decided to launch our TVC after the final whistle. Set in the minutes after the trophy has been lifted, we put the spotlight back onto those that are grinding away whilst the rest of the world was celebrating football.
Our task was ‘how do you do a World Cup campaign, when you’ve got no presence at the tournament itself?’
We knew our competitors would have splashed out on massive spots that would run throughout the entire competition. So we thought we’d do something different. We’d launch our campaign 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 stop and go on hold. They had to keep training and playing in the darkest of winter. In the freezing cold, and the pouring rain. They had to Grind.
So we made a spot that would resonate with them, and acknowledge the effort they put in when the whole world was watching football.
We even cast real ballers from London, with our hero being an academy player who literally has to get up in the dark and travel across his city to get to training.
Piccadilly Takeover
We even brought our film to life with a bombastic takeover of the iconic Piccadilly Circus Lights. Working with Studio Dumbar to create a bold, dynamic version of our TVC. Dropping the day after the World Cup Final to further reinforce our Grind Now Glory Later message.
We even 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 to focus on the bigger prize, and not get distracted.
