Brands of clothing, jewelry, handbags, accessories, eyewear, shoes, etc.
I Will What I Want
Under Armour, a brand loved by core athletes for its uber-masculine, testosterone-driven image was rejected by the non-core athletic female consumer. In order to grow, they would need to reframe their image by pushing against the very thing women struggle with the most: outside opinions and pressures from culture. Our campaign celebrated women who use fitness to resist this pressure and reclaim control of their lives. The result didn't just drive consideration but lifted sales in the process.
Brand: Under Armour
Client: Under Armour
Adidas basketball was building on momentum when they signed reigning NBA MVP Derrick Rose to a 14-year, $250MM signature footwear and apparel deal. Adidas had aggressive sales and engagement goals for Roses signature shoe launch when the unthinkable happened. Rose suffered a devastating injury that would keep him out the following season. Rather than shift their focus elsewhere like other performance brands would have done, adidas turned the spotlight on their fallen star. #TheReturn inspired people to team with Rose and support him on his journey back to the court.
Cole Haan needed to grow their business by driving reappraisal with a younger target. In Fall 2012, a new product, the Chelsea Pump was launching during fashion week in NYC. This pump was made for an on the move lifestyle with Nike technology inside. Our local #DontGoHome campaign gave young New Yorkers encouragement and experiences to keep moving all through the night, supported by the Chelsea Pump. In all, we drove sales +36% to plan and gained 43,766,790 impressions, showing we found a role in our new targets lives.
Brand: Cole Haan
Client: Cole Haan
Agency: Bartle Bogle Hegarty