Alexander Nowak
Head of Art at Droga5
New York, United States
TitleGisele Bundchen - I Will What I Want
Campaign I Will What I Want
Advertiser Under Armour
Brand Under Armour
PostedJune 2015
Business Sector Sportswear
Story Under Armour is a rising star in the sports apparel market, but its uber-masculine image was a polarizing barrier to women. Our brief was to connect with 20- to 35-year-old athletic women by establishing Under Armour as a stylish and empowering brand. We looked at the larger cultural context of women today and found that they are surrounded by constant pressure. But will, a woman’s inner-strength, gives her the power to overcome all. I WILL WHAT I WANT celebrates women who defy expectations and ignore the noise of outside judgments. To prove I WILL WHAT I WANT, we signed a woman who was sure to be judged, supermodel Gisele Bündchen. We announced the seemingly unlikely partnership with a teaser film, then used people’s real reactions in our TV ads just two days later. A web experience became a live social experiment. For the first time, the entire online discussion about a single person was happening on one website in real time. Using WebGL, comments were rotoscoped, rendered, and projected instantly, making every view a unique experience. I WILL WHAT I WANT featuring Gisele made uber-masculine Under Armour a symbol of women’s athletic aspiration, generating 1.5 billion media impressions. $15 million in earned media 28% increase in sales 4 minutes average engagement time +42% traffic to 900% increase in Style and Empowerment score Under Armour 2014 Marketer of the year. I WILL WHAT I WANT awarded by the United Nations Women for the positive empowerment of women and girls around the world. UA has overtaken Adidas now second to Nike in the U.S.
Media Type Case Study
Production Company
Technical Director
Creative Director
Creative Director
Chief Creation Officer
Art Director
Digital Strategy
UX Designer
Account Director
Executive Interactive Producer
Broadcast Producer
Account Manager
Chief Creative Officer

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