UNDER ARMOUR S.E. ASIA
#U1ST CAMPAIGN
Ideation / Art direction / Storyboards / Design / Copywriting
Off the back of the The Only Way Is Through campaign, there was a female-focused campaign component. The client decided at the time to shift from developing the TOWIT to the female campaign as they felt it was an area really lacking. Under Armour is seen in the region as a very male dominant brand in S.E. Asia. We saw an opportunity to put the women in the S.E. region of Asia front and centre for a change. With my CD at the time we developed the campaign called U1st, a program set out featuring only women trainers/personalities and all for women of Singapore and beyond.
We tried a few alternate look and feels with bolder, bright colours but the client was rather set on using the Under Armour brand colours – which ultimately played to our advantage. I felt Under Armours brand colours were far too masculine for the campaign, and thought we’d soften them and introduce more white. Not to the point of it being unrecognisable but a shift to a more feminine palette. I then designed a few identities based on the new palette and came up with one based on the Under Armour fonts but with some subtle styling cues.
I then ideated on how the U1st campaign would work, starting with storyboarding campaign teases on social to raise awareness to the women of S.E Asia this was coming. To maximise coverage getting both the official Under Armour SEA Instagram to post, along with the athletes to utilise their own platforms to do the same was key. Along the way, fleshing out the rest of the program and it’s potential touch-points.
With all the content that was going to be produced I came up with the U1st Hub. It was the central hub Singaporean women to get access to the campaign as it went along, and housed directly on the Under Armour website so avoid any confusing website names and provide legitimacy. It contained all the episodes, places where women could set goals, and connect and see others in a Instagram photo-wall using the hashtag.
One of our main content objectives was a content questionnaire piece with our 4 athletes, around motivation, routines, workout tips – things all women could relate too. I had seen the ‘Wireds’ Google questions’ on YouTube and knew that was a more interesting way to reveal a question. No need to interrupt the flow of what’s going on with subtitles. The “Would U like to know” questionnaire was the result.
The campaign also produced little athlete packs for women with booklets about the program, with U1st enamel pins. GIF stickers for participants to use on their social posts, and looked at ways we could reach women who were part of the program with in-store priority service and coupons, and store POS/Stickers on apparel to promote U1st.
