UNDER ARMOUR BRINGS LONDON TO A STANDSTILL AS ARMOUR BASELAYER ARRIVES FOR MOST ANTICIPATED RUGBY SEASON EVER
Campaign created by Amsterdam based Ideas Company WE ARE Pi, in collaboration with Pretty Green and mSix.
UNDER ARMOUR BRING LONDON TO A STANDSTILL AHEAD OF THE MOST ANTICIPATED RUGBY SEASON EVER
Campaign created by Amsterdam based Ideas Company, WE ARE Pi.
LONDON, UK (September 8, 2015) – Under Armour and Amsterdam based ideas company WE ARE Pi yesterday launched its nationwide Armour campaign, running across retail, social, digital and out-of-home channels, and kicked off by a unique event on the River Thames executed by Pretty Green.
The integrated campaign highlights the performance products that unite some of the world’s top rugby players.
The 30m long vessel transported a huge image of Welsh Rugby Union (WRU) players Jamie Roberts and Leigh Halfpenny, accompanied by fellow Home Nations representatives James Haskell (England), Jordi Murphy (Ireland), Drew Mitchell (Australia) and Canadian Jamie Cudmore, displayed across eight shipping containers.
As it passed down the Thames and under Tower Bridge, the mural - which originally showed the players in country colours - was ‘ripped’ to reveal the Armour baselayer. The creative demonstrates Under Armour's commitment to making all athletes better, regardless of nation or team represented.
Under Armour Director of Marketing EMEA, Christopher Carroll, said: “We partner with the World’s top talent in rugby and our mission is to provide our athletes with cutting edge gear to help them train and perform at their best."
WE ARE Pi creative Partner Barney Hobson adds, “With this campaign we set out to demonstrate that underneath all of the hype is the hard work and dedication of the athletes, and no matter what team you play for, underneath it all is Under Armour.”
WE ARE Pi founder Alex Bennett Grant adds, “Under Armour is the world’s most exciting brand right now. We can’t wait to elevate the brand in Europe, telling it’s premium performance story.”
WE ARE Pi has created the campaign using powerful portraiture shot by French photographer Denis Rouvre.
The campaign will run across OOH, retail and online.
About WE ARE Pi
Founded in 2011, WE ARE Pi is an Amsterdam based international Ideas Company that delivers brand storytelling across communication and experiences, for clients including; Coca-Cola, LEGO, Wrangler, Kipling, Under Armour, TED Conferences, and ABB.
About Under Armour
Under Armour is the Technical Partner to the national teams of Welsh Rugby Union, Georgia and Canada, and will provide match day kits for each team, fitted with the most advanced technology available, including ArmourGrid fabric, strategic stretch paneling and a tight stretch fit.
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Contact Us
WE ARE Pi
Herengarcht 577
1017 CD Amsterdam
The Netherlands
Patrick Garvey – New Business
Email: Patrick@wearepi.com
Phone: +31 (0) 629 203 908
CLIENT
Christopher Carroll - Marketing Director, EMEA
Michael Taylor - Senior Marketing Manager, UK & Ireland
Mairead Van Gils - Digital Marketing Manager
AGENCY - WE ARE Pi
Managing Director: Alex Bennett Grant
Managing Partner: Patrick Garvey
Creative Director: Barney Hobson
Creative Director: Rick Chant
Art Director: Roberto Gabián González
Copywriter: Joao Valente
Strategy Director: Jessica Perri
Strategist: Andrea Van Den Bos
Design Director: Nessim Higson
Designer: Kaz Salemink
Producer: Kimia Farshidzad
Assistant Producer: Ekaterina Golovkina
Project Manager: Ambar Surastri
Account Manager: Sam Speed
PRODUCTION – Cinq Etoiles
Photographer: Denis Rouvre @ Anne Marie Gardinier Agency
Agent: Anne-Marie Gardinier
Agenct Assistant: Mélanie Crespin
1st Photgrapher’s Assistant: Valentin Fougeray
2nd Local Photo Assistant: Dav Stewart
Stylist: Dan Blake
Agent: Michael Perkins
Make Up Artist: Melodie Evrard
Model Maker: Pacal Batteux
Producer: Charly Forin
Production Co-ordinator: Cathlène Vieira
Retouching: Julien Paris
About WE ARE Pi
We Are Pi is an award winning Creative Innovation Consultancy that partners with clients to build brands worthy of thriving in changing times by initiating transformation programs. We Are Pi Client partners include Amazon, Nike, IDFA, Heineken, Intersport, Pepsico and Patagonia. We Are Pi was named Small Agency of the Year 2018, 2019 and 2020 by Creative Pool and Ad Age.
We Are Pi cultural research platform, New Society Rules, helps brands navigate cultural change. We Are Pi content arm, Pi Studios, produces ground breaking stories about cultural change. We Are Pi is proud sponsor of Black Strat, Plus Plus One and Creative Jam Session.