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Creative

Droga5 NY & Under Armour Challenge You to 'Slay Your Next Giant'

Droga5 New York, 2 years, 1 month ago

Agency launches call-to-action featuring Memphis Depay & Cameron Carter-Vickers,

Droga5 NY & Under Armour Challenge You to 'Slay Your Next Giant'

Droga5 New York has launched its latest work for Under Armour - this time in the football division.

Titled “Slay Your Next Giant,” it is Under Armour's first global football campaign. This campaign’s digital story features Memphis Depay of Manchester United, Cameron Carter-Vickers of the Tottenham Hotspur Academy, as well as young up-and-coming players from Brazil, Chile, Mexico, and the UK, who are developing their talent on grass pitches, cement courts, and empty lots all over the world. Each player’s story is united by the final phrase “You’re just getting started,” which speaks to the ethos of the brand’s global football category as a whole. View the campaign website at http://slayyournextgiant.com/.

A unique element of the campaign is the focus on players’ laces – the item that completes an athlete’s ritual before heading into battle. As a call-to-action, UA has armed its football athletes with customized laces engraved with a personal goal, each pair representing a new giant to slay. As players reach each milestone, they will symbolically remove their laces and replace them with a new pair, sharing their journey to greatness on social media channels along the way. Players have been teasing the campaign by posting their laces on their social channels since the beginning of the season, providing an up-close look at the challenges they face and the goals they set for themselves. These additional social story lines feature athletes like Jermaine Jones of the MLS’ New England Revolution, Oswaldo Alanis and Jesus Corona of the Mexican National Team, and Gonzalo Fierro of Colo-Colo in Chile, making this a truly international activation. 


Creative Agency

Account Director: Brian D’Entremont

Account Manager: Cory McCollum, Lucy Santilli, Scott Bubis

Art Director: Conner Tobiason

Chief Creative Officer: Ted Royer

Chief Strategy Officer: Jonny Bauer

Copywriter: Craig Gerringer

Creative: (Chief Creation Officer) Sally-Ann Dale

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Creative Director: Rick Dodds, Steve Howell

Design Director: Rob Trostle

Executive Producer: Matt Nowak

Group Account Director: Julian Cheevers

Group Creative Director: Tim Gordon

Head of Integrated Production: Niklas Lindstrom

Head of TV / Production: Ben Davies

Interactive Producer: (Exec) Justin Durazzo, Morgan Mendel

Project Manager: Monique Lavie, Courtney Kosup

Strategist: Candice Chen

Strategy Director: Chet Gulland, Colm Murphy, Harry Roman

Tech Lead: Michael Mosley

Technology: (Director) Andy Prondak

UX: (Director) Daniel Perlin

Music and Sound

Audio Post Production: T. Terressa Tate

Sound Design: Plan8

Offline

Edit Assistant: Andre Castiglioni

Edit Company: Final Cut

Editor: Michael Wadsworth, JD Smyth

Executive Producer: Lauren Bleiweiss

Producer: Mackenzie Alexander

Post Production / VFX

Colourist: Mike Howell, Alex Bickel @ Color Collective

Post Production House: Significant Others

Producer: Alek Rost, Claudia Guevara

Visual Effects: Dino Tsaousis

Production Company

Director: Henry Hobson

DOP: Stuart Graham

Executive Producer: Robert Herman, Carine Harris, Nick Mountford

President: Diane McArter

Producer: Hera King

Production Company: Furlined, Active Theory

Production Manager: Polly Hartley

Category: Gyms , Sports and leisure

Genre: Dialogue , Storytelling