#droga5

[compellingselling]

Sells the category but does so beautifully

“You can be anything” is not a new message. Particularly to any parent who’s spent much time in the children’s picture book section of a library.

But this is a fun ride that ends with their new tagline – Find your in – which I like a lot.

But it’s quite a big production for the number 2 job board. According to this site, Indeed leads with 22% share while LinkedIn has 15% share. LinkedIn needs to tell us more about why job seekers and job givers should choose them. 

I think the phone at the beginning is supposed to be some adult’s phone and not hers. But it’s not super clear. 

Works as a :30, too.

Agency: Droga5. Director: Alaska. Via: The Drum.

[screenchow]

Droga5 Named Bosch’s US Agency of Record

Droga5 New York has been appointed agency of record for Bosch in the U.S., following a seven-month pitch focused on the consumer goods industry. Bosch and the Accenture Song creative agency will collaborate to reshape and expand Bosch’s presence in the U.S. market across its home appliances and power tools divisions. “It’s a privilege to work with Bosch as agency of record, and our new…

[stephensdesk]

New York Times – ‘More of life brought to life’

Agency: Droga5

[posted-en-route]

[manuhigueras]

A mountain of entertainment

Una horda de celebridades está escalando una vez más la montaña Paramount para un anuncio del Super Bowl que promociona Paramount+.

https://lapublicidad.net/sylvester-stallone-escala-su-propia-montana/ 

https://www.linkedin.com/posts/droga5_our-latest-super-bowl-work-for-paramount-activity-7028421151387185152-M1JK

[escapekit]

The After Hours Athlete for Puma by Droga5

[helloyoucreatives]

Unbelievable statistics about maternal death rates and poor outcomes for pregnant women of colour in the UK are highlighted in a new campaign for the women’s health charity Sister Circle, created by Droga5 London. 

In fact, the statistics are so outlandish that Droga5 has decided to release the campaign on April Fool’s Day – the day traditionally devoted to bogus news. 

In a series of OOH executions running across London, #NotAprilFools highlights that:

UK maternal death rates are the highest they’ve been in 20 years

1 in 4 mothers develop a mental health problem after pregnancy or childbirth – but they can wait up to 19 months to receive professional support

Black women are four times more likely to die in childbirth than white women

Women living in deprived areas are twice as likely to die in childbirth

Ocean Media and Jack London have donated space for the campaign at sites including Canary Wharf, Westfield, and Leicester Square. Thanks to Sister Circle’s network of influencers, the campaign will also appear on social media.

Sister Circle is led by women and is based in the London borough of Tower Hamlets. It supports women in challenging circumstances, offering a range of services, including support for new mothers, survivors of female genital cutting, and those who are escaping domestic abuse or trafficking.

Droga5 London, part of Accenture Song, was also behind Sister Circle’s rebrand last year. It had previously been known as Women’s Health & Family Services.

Karen Wint, CEO of Sister Circle, said: “We are so very grateful to the incredible Droga5 team for creating this important campaign #NotAprilFools. Women’s health has been hugely underfunded for so many years, and the impact of this on women’s lives can be seen through the creative approach. Our partnership is vital in helping us to increase awareness of the issues facing ethnic minority women and to advance our work by encouraging women to volunteer with us and raise those ever-important pounds to fund our work.”

Shelley Smoler, Chief Creative Officer of Droga5 London, said: “As huge advocates of our charity client, Sister Circle, our mission is to help them make these hard-hitting facts about women in the UK as bogus as the others that we’re confronted with on April Fools.”

[604kevin]

① 10 Creatives

1 | Jonathan Hallam

Jonathan Hallam was a photographer for Margiela between 1996-2006. I am most intrigued by his photographs of Margiela staff, taken directly on photographic paper using expired film. The outcomes remind me of polaroid photography, where the outcome is often out of focus and the process is very spontaneous.

2 | Petra Collins

Petra Collins is a photographer exclusively shooting on 35mm film. Her images explores themes of femininity, sexuality and identity. Her colour grading is very 'american dream', however her subject matter contrasts the bright colour choice.

3 | Pentagram

Pentagram is the world's largest design firm. I like how they are able to adapt to different clients, no matter the client vision. They are able to design from minimalism to maximalism.

4 | Maison Margiela

Founded by Martin Margiela in 1988, the fashion house is known for deconstructed and avant-garde garments. Up until 1997, their labels were kept completely bare on garments as Martin Margiela wanted to create a brand with no branding. In 1977, a modular logo using a numbering system was introduced as the house began to introduce a larger variety of products that expanded out of clothing. Each number on the logo represents a different collection, and the corresponding number would be circled on the specific products. Margiela is also responsible for popularising the tradition Japanese tabi shoe.

5 | Na Kim

Na Kim is a NYC based illustrator, specialising in book covers. She is also the current Art Director of the magazine 'The Paris Review'. I love how she is able to condense the core concept and the title of the book into something graphic that is immediately recognisable to the reader.

6 | Droga5

One of the top creative agencies in the world. They create a variety of campaigns for brands, except they aren't created in the typical way. Almost all their campaigns follow a narrative, a story that the viewer unravels as they dive deeper into a campaign.

7 | Ladislav Sutnar

Czech Republic based designer Ladislab Sutnar was one of the pioneers of information design and information architecture. His style is usually classified as Contrustivism, with Bauhaus fundamentals. His designs aimed to provide mass amounts of information to the reader in a concise and organsied way. He often used punctuation symbols such as parenthesis to help organise information.

8 | Phoebe Philo

Phoebe Philo is a fashion designer most well for her years as the creative director of Céline. Her designs are defined by clean lines, minimalism, and a tonal colour palette. Based on the female gaze, Phoebe Philo redefined what the modern women wants to wear, considering the functionality and comfort of the garments she designs. Since stepping down from Céline as the creative director, her designs are highly sought after on the resale market.

9 | Ann Demeulemeester

Ann Demeulemeester is a fashion designer, part of the infmaous Antwerp Six. Though she dosen't want to put a label on her style, her designs create a dark and glamorous aesthetic, paired with elegant tailoring. Her style is very similar to those who fall under the anti-fashion category, such as Yohji Yamamoto.

10 | George Platt Lynes

George Platt Lynes was an American commercial and fashion photographer, working between 1930-1940s, mostly photographing gay artists and writers at the time. At the time, his photographs were considered taboo and mailing them around would've resulted in jail time or a fine. His photographs are highly stylised, expressionistic, yet minimalist and suggestive in nature.

[kierunekkreatywny]

David Droga on fearless creativity, founding Droga5 and becoming CEO of ...

[compellingselling]

A very stylish reminder of all you get with the Times

There’s a lot I like about this 60-second video. 

I like how energetic and stylish the footage, music, SFX, and edit are.

I like how the Times’ font is so distinct that the on-screen graphics brand every second of the video.

I like how the linked path of subject matter emulates the way we all surf now. One thing leads to another and another. 

It reminds subscribers all they get with the New York Times. And maybe, just maybe, entices someone to pay for this content behind the paywall when there’s enough free information and entertainment to keep us busy for several lifetimes.

Watch a second :60 here. 

Agency: Droga 5. Director: Mackenzie Sheppard, Bonaparte. Via: LBBOnline.

[rohaan12]

Elevating Brands with Creativity and Innovation

The Best Marketing Agencies: Elevating Brands to New Heights

In today's fast-paced digital world, businesses must leverage cutting-edge marketing strategies to stay competitive. This need has given rise to numerous marketing agencies dedicated to helping brands navigate the complex landscape of digital marketing. The best marketing agencies offer a blend of creativity, strategic thinking, and technical expertise to drive results. In this article, we will explore some of the top marketing agencies globally, highlighting what sets them apart and how they help brands achieve their goals.

1. Wieden+Kennedy

Founded in 1982, Wieden+Kennedy is an independent, creatively-driven advertising agency renowned for its iconic campaigns. With offices in Portland, New York, London, Tokyo, Shanghai, Delhi, and São Paulo, the agency has a global footprint. Wieden+Kennedy's work for brands like Nike, Coca-Cola, and Old Spice has become legendary, showcasing their ability to create memorable and impactful campaigns. Their philosophy centers around fostering a culture of creativity and innovation, making them a standout in the advertising world.

2. Ogilvy:

Ogilvy, a subsidiary of WPP, is one of the largest and most influential marketing agencies globally. Established in 1948 by David Ogilvy, the agency has a storied history of excellence in advertising, public relations, and digital marketing. Ogilvy's integrated approach combines creativity with data-driven insights to craft compelling campaigns. Their notable clients include IBM, Dove, and Ford. Ogilvy's ability to adapt to the ever-changing digital landscape while maintaining high standards of creativity makes them a top choice for brands worldwide.

3. BBDO:

BBDO, part of the Omnicom Group, is known for its mantra "The Work. The Work. The Work." This philosophy underscores their commitment to producing exceptional creative work. With a presence in over 80 countries, BBDO has a vast network that allows them to cater to global brands effectively. Their campaigns for clients like Pepsi, Mars, and GE have garnered numerous awards and accolades. BBDO's focus on storytelling and emotional engagement helps brands connect with their audiences on a deeper level.

4. Droga5:

Droga5, founded in 2006 by David Droga, has quickly risen to prominence as one of the most innovative marketing agencies. Acquired by Accenture Interactive in 2019, Droga5 combines creative excellence with cutting-edge technology. Their work for brands like Under Armour, The New York Times, and HBO has been widely celebrated for its originality and impact. Droga5's ability to push creative boundaries while delivering measurable results has made them a favorite among brands seeking to make a bold statement.

5. R/GA:

R/GA, part of the Interpublic Group, is a full-service digital agency that excels in creating transformative digital experiences. Founded in 1977, R/GA has evolved with the times, transitioning from a computer-assisted design firm to a leader in digital marketing and innovation. Their work for Nike, Google, and Samsung showcases their expertise in blending creativity with technology. R/GA's focus on user experience and interactive design sets them apart in the digital marketing arena.

6. TBWA\Chiat\Day:

TBWA\Chiat\Day, a subsidiary of the Omnicom Group, is known for its disruptive approach to advertising. Their "Disruption" philosophy involves challenging conventions and finding new ways to engage audiences. With offices in key markets like New York, Los Angeles, and London, TBWA\Chiat\Day has a global reach. Their campaigns for Apple, McDonald's, and Nissan have been instrumental in defining these brands' identities. The agency's ability to think outside the box and create bold, attention-grabbing campaigns makes them a standout choice.

7. 72andSunny:

72andSunny, part of the MDC Partners network, is celebrated for its culture of openness and collaboration. Founded in 2004, the agency has quickly built a reputation for producing impactful, culturally relevant work. Their campaigns for Samsung, Google, and Adidas reflect a deep understanding of contemporary culture and consumer behavior. 72andSunny's ability to blend creativity with strategic insight helps brands resonate with their audiences in meaningful ways.

8. Leo Burnett:

Leo Burnett, a subsidiary of Publicis Groupe, is one of the most iconic names in advertising. Founded in 1935, the agency has a long history of creating memorable campaigns that have stood the test of time. Their work for brands like Kellogg's, McDonald's, and Procter & Gamble is characterized by a focus on human insights and emotional storytelling. Leo Burnett's "Humankind" philosophy emphasizes creating work that has a positive impact on people's lives, making them a trusted partner for brands looking to build lasting connections with their audiences.

9. VMLY&R:

VMLY&R, formed by the merger of VML and Y&R in 2018, is a global brand and customer experience agency. Part of the WPP network, VMLY&R combines creativity, technology, and culture to deliver integrated solutions for brands. Their campaigns for clients like Wendy's, Ford, and Colgate-Palmolive showcase their ability to create engaging, multi-channel experiences. VMLY&R's emphasis on brand experience and innovation makes them a valuable partner for brands looking to thrive in the digital age.

10. Dentsu:

Dentsu, a Japanese multinational media and digital marketing communications company, is one of the largest advertising agencies in the world. Founded in 1901, Dentsu has a long history of excellence in advertising and media. Their integrated approach combines creative, data, and technology to deliver impactful campaigns for clients like Toyota, Canon, and Shiseido. Dentsu's global presence and deep understanding of local markets make them a versatile and effective partner for brands looking to expand their reach.

Conclusion:

The best marketing agencies are characterized by their ability to blend creativity, strategy, and technology to deliver exceptional results. Whether it's through iconic advertising, innovative digital experiences, or culturally relevant campaigns, these agencies help brands connect with their audiences and achieve their business goals. As the marketing landscape continues to evolve, these agencies remain at the forefront, setting new standards for excellence and innovation.

[tacasting]

Barclaycard business 'Toxic Hustler' social film from Thomas Adams Casting on Vimeo.

Director: Francois Lallier

Production Co: Joyrider Films

Agency: Droga5

[tamaradoubraomonibeke]

List of Figures (1)

Figure 1 - 3: Sayvor cards. Omonibeke, T. (2024). Three cards to illustrate the impact of different colors on taste. [digital images]. In possession of: the author.

Figure 4: Why monochrome is the next best food trend. Taste.com.au (2024). Yellow monochromatic meal. [online image]. Available from: https://www.taste.com.au/articles/why-monochrome-is-the-next-best-food-trend/ev4zuzub [Accessed 02 February 2024].

Figure 5: Pressure Cooker. imbd (2023). Title image of Pressure Cooker. [online image]. Available from: https://www.imdb.com/title/tt24224968/ [Accessed 02 February 2024].

Figure 6 - 14: FOOD AS FANTASY IN ARTIST JEN MONROE’S MONOCHROMATIC MEAL SERIES. Monroe, J. (2017). Monochromatic Valentine dinner. [online images]. Available from: https://thisismold.com/visual/art/jen-monroe-red-meal-monochromatic-food [Accessed 02 February 2024].

Figure 15 - 16: Tamaradoubra’s Shopping List. Omonibeke, T. (2024). My shopping list for monochromatic meals. [digital images]. In possession of: the author.

Figure 17 - 19: Tamaradoubra’s Sketches. Omonibeke, T. (2024). Chosen color system that will be translated. [digital images]. In possession of: the author.

Figure 20 - 26: Tamaradoubra’s Cooked Meals. Omonibeke, T. (2024). Monochromatic meals I made. [digital images]. In possession of: the author.

Figure 27 - 35: Droga5: Karma Kitchen identity. Karma Kitchen. (2021). The London-based company aimed at the delivery-only food and drink market saw a surge in lockdown, and after a huge injection of funding, has rebranded and plans to expand. [online images]. Available from: https://www.itsnicethat.com/news/droga5-karma-kitchen-identity-graphic-design-120121 [Accessed 04 February 2024].

Figure 36: I Can Taste Colors | Synesthesia. Community Health. (2020). Youtube video about Synesthesia (health condition) [online video]. Available from:https://www.youtube.com/watch?v=Yu7BcBbmYkU [Accessed 04 February 2024].

Figure 37: Synesthesia fonts. Sarah Hyndman. (2022). Adobe Fonts about Synesthesia [online image]. Available from: https://fonts.adobe.com/collections/fonts-to-stimulate-the-senses [Accessed 05 February 2024].

Figure 38 - 44: Sketches of Sayvor Characters. Omonibeke, T. (2024). Monochromatic character sketches. [digital images]. In possession of: the author.

Figure 45: Gen is Crunchy. Omonibeke, T. (2024). How green food tastes. [digital images]. In possession of: the author.

Figure 46: Rose is Spicy. Omonibeke, T. (2024). How red food tastes. [digital images]. In possession of: the author.

LIST OF FIGURES Figure 47: Teri is Buttery. Omonibeke, T. (2024). How yellow food tastes. [digital images]. In possession of: the author.

Figure 48: Draw with illustrated objects of Black British art in the Decentralise interactive toolkit. Somerset House’s Young Producers collective: Decentralise (Copyright © RhyanRhyan,) (2020). Created by Somerset House’s Young Producers collective with design studio Comuzi, the online platform offers a fun and informative way to learn more about Black cultural history. [online image]. Available from: https://www.itsnicethat.com/news/decentralise-somerset-house-young-producers-collective-digital-170321 [Accessed 10 February 2024].

Figure 49: Bad Girl’s Club. Jada Akoto. (2020). Jada Akoto’s design practice explores the intersection of pop culture and the African diaspora. [online image]. Available from: http://www.theebadgirlsclub.com/ [Accessed 10 February 2024].

Figure 50: The Black Elevation Map is a data visualisation project that elevates Black cultural data. Performance Art, Black & Abroad: The Black Elevation Map. (2022).Black & Abroad collaborates with Performance Art and Tré Seals for the domestic travel platform, uplifting points of data such as Black-owned businesses. [online image]. Available from: https://www.itsnicethat.com/news/black-and-abroad-performance-art-the-black-elevation-map-digital-250222 [Accessed 10 February 2024].

Figure 51: Trippin. Alright studio. (2022). Jada Akoto’s design practice explores the intersection of pop culture and the African diaspora. [online image]. Available from: http://www.theebadgirlsclub.com/ [Accessed 10 February 2024].

Figure 52: Engine land. Engine. (2020). ENGINE is a distilled gin hand-crafted by the master distillers of the Alta Langa region, in north-western Italy. [online image]. Available from: https://www.engine.land/en/ [Accessed 15 February 2024].

Figure 53: Mrs. Coretta Scott King Museum. Alright studio. (2022). This online museum is an homage to Mrs. Coretta Scott King. [online images]. Available from: https://unlocked.microsoft.com/dear-coretta-king-center/ [Accessed 19 February 2024].

Figure 54: Ruth’s Questions. Omonibeke, T. (2024). Interview of questions [digital image]. In possession of: the author.

Figure 55 - 63: Gate of Palace of King Jaja of Opobo. Omonibeke, T. (2024). 3D designed assets. [digital images]. In possession of: the author.

Figure 64: Gate of Palace of King Jaja of Opobo. Punchng. (2019). Opobo: Land of the ‘great’ King Jaja where making noise at night is forbidden. [online image]. Available from: https://punchng.com/land-of-the-great-king-jaja-where-making-noise-at-night-is-forbidden/ [Accessed 24 March 2024].

Figure 65 - 70: House model 3D. Omonibeke, T. (2024). 3D designed assets. [digital image]. In possession of: the author.

Figure 71 - 73: Pictures of the family house in Opobo. unknown. (2024). Events hosted at the house in Opobo [digital image]. In possession of: the author. [Accessed 30 March 2024].

Figure 74 - 77: Within House. Omonibeke, T. (2024). 3D designed assets. [digital images]. In possession of: the author.

Figure 78: Bereibia Omonibeke at home. unknown. (2022). Mother in home. [digital image]. In possession of: the author. [Accessed 30 March 2024].

Figure 79 - 87: Compound Celebrations. Omonibeke, T. (2024). 3D designed assets. [digital images]. In possession of: the author.

Figure 88 - 95: Mrs Ibinye and Kumo Amgbaduba’s ceremony. Ipac (2023). Egerebite and Bibite celebration [digital images]. In possession of: the author. [Accessed 24 March 2024].

Figure 96 - 105: Outfits for ceremony. Omonibeke, T. (2024). 3D designed assets. [digital images]. In possession of: the author.

Figure 106 - 127: Mrs Ibinye and Kumo Amgbaduba’s ceremony. Ipac (2023). Egerebite and Bibite celebration [digital images]. In possession of: the author. [Accessed 24 March 2024].

Figure 128 - 129: Unsuccessful Models. Omonibeke, T. (2024). 3D designed assets. [digital images]. In possession of: the author.

Figure 131: Opobo. Punchng. (2019). Opobo: Land of the ‘great’ King Jaja where making noise at night is forbidden. [online image]. Available from: https://punchng.com/land-of-the-great-king-jaja-where-making-noise-at-night-is-forbidden/ [Accessed 24 March 2024].

Figure 132 - 134: Sims:FreePlay. Sims:Freeplay. (2011). A 3D game to create a virtual town. Mobile and PlayStation. [game]. Electronic Arts.

Figure 135 - 137: June’s journey. June’s journey. (2013). A mystery hidden object game. Mobile. [game]. Wooga.

Figure 138 - 140: Murder in the Alphs. Murder in the Alphs. (2016). A mystery hidden object game. Mobile. [game]. Nordcurrent.

Figure 140 - 143: Murder by Choice Murder by Choice. (2021). A mystery hidden object game. Mobile. [game]. Nordcurrent.

Figure 144 - 160: Typefaces. Adobe. (2024). Screenshots of Adobe fonts. [digital images]. In possession of: the author.

Figure 161 - 162: Typefaces. Google. (2024). Screenshots of Google fonts. [digital images]. In possession of: the author.

Figure 163 - 169: Boat regatta in Opobo. Eneefa. (2024). BOAT REGATTA, OPOBO. [photography] Available from: https://artsymoments.com/2017/01/23/boat-regatta-opobo/ [Accessed 19 April 2024].

Figure 170 - 177: Logos for Iria. Omonibeke, T. (2024). 3D logos. [digital images]. In possession of: the author.

Figure 178 - 180: Final Crit. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 181 - 183: Final Crit. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 184 - 186: Final Crit. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 187 - 189: Final Crit. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 190 - 192: Final Crit. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 193 - 194: Final Crit. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 195 - 197: Final Crit. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 198 - 199: Final Crit. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 200 - 201: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 202 - 203: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 204 - 205: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 206 - 207: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 208 - 209: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 210 - 211: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 212 - 213: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 214 - 215: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 216 - 217: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 218 - 219: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 220 - 221: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 222 - 223: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 224 - 225: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

Figure 226 - 227: Final wireframes. Omonibeke, T. (2024). 3D wireframes. [digital images]. In possession of: the author.

References

Pressure Cooker. (2023). Season 1. Netflix. [Television]. Available from: https://www.netflix.com/title/81444148 [Accessed 31 January 2024].

Kench, S. (2021). What is a Monochromatic Color Scheme — Definition, Examples. Studio Binder. [online]. 26 December. Available from: https://www.studiobinder.com/blog/what-is-a-monochromatic-color-scheme- definition/ [Accessed 02 February 2024].

Orlow, E. (2017). FOOD AS FANTASY IN ARTIST JEN MONROE’S MONOCHROMATIC MEAL SERIES. Mold. [online]. 16 June. Available from: https://thisismold.com/visual/art/jen-monroe-red-meal-monochromatic-food [Accessed 02 February 2024].

Taste.com.au (n.d.). Why monochrome is the next best food trend [online]. Available from: https://www.taste. com.au/articles/why-monochrome-is-the-next-best-food-trend/ev4zuzub [Accessed 02 February 2024].

Community Health. (2020) I Can Taste Colors | Synesthesia. Youtube. [online]. Available from: https://www.youtube.com/watch?v=Yu7BcBbmYkU [Accessed 07 February, 2024].

Glenday, J. (2022). KFC ad explores all the culinary ways to get messy fingers. The drum. [online]. 17 April. Available from:https://www.thedrum.com/news/2022/04/27/kfc-ad-explores-all-the-culinary-ways-get-messy- fingers# [Accessed 05 February 2024].

Ad nut (2022). Messy millennials in Pepsi APAC campaign. Campaign Asia. [online]. 7 July. Available from:https://www.campaignasia.com/video/messy-millennials-in-pepsi-apac-campaign/480170 [Accessed 05 February 2024].

Brewer, J. (2022). Droga5’s identity for Karma Kitchen conveys the “visceral, messy business of cooking and eating”. It’snicethat. [online]. 12 January. Available from: https://www.itsnicethat.com/news/droga5-karma- kitchen-identity-graphic-design-120121 [Accessed 08 February 2024].

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Hingley, O. (2022). Jada Akoto’s design practice explores the intersection of pop culture and the African diaspora. It’snicethat. [online]. 5 October. Available from: https://www.itsnicethat.com/articles/jada-akoto- discover-graphic-design-051022 [Accessed 18 February 2024].

Gorny, L. (2022). The Black Elevation Map is a data visualisation project that elevates Black cultural data. It’snicethat. [online]. 22 February. Available from: https://www.itsnicethat.com/news/black-and-abroad- performance-art-the-black-elevation-map-digital-250222 [Accessed 18 February 2024].

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Madison SmallWorlds.(2017) SmallWorlds - The Game Where You Belong! - Official Trailer Youtube. [online]. Available from: https://www.youtube.com/watch?v=1AWO68nMA9k [Accessed 20 April, 2024].

Glosal Foodies.(2024) MAKE THE BEST CATFISH PEPPER SOUP WITH ME Youtube. [online]. Available from: https://www.youtube.com/watch?app=desktop&v=thXqTfTuOvE [Accessed 20 April, 2024].

Alright Studio. (n.d.). Trippin.world [online]. Available from: https://trippin.world/ [Accessed 10 February 2024].

Microsoft. (n.d.). Dear Coretta [online]. Available from: https://unlocked.microsoft.com/dear-coretta-king- center/ [Accessed 10 February 2024].

Engine. (2020). Engine land [online]. Available from:https://www.engine.land/en/vending-machine/smcq- aviation/ [Accessed 10 February 2024].

Foodace. (2024) Tasty Catfish Pepper || Fish Pepper soup. Youtube. [online]. Available from: https://www. youtube.com/watch?app=desktop&v=l0Nz1--w_vY [Accessed 20 April, 2024].

Canadian Cooking Adventures. (n.d.). Chicken Jollof Rice [online]. Available from: https:// canadiancookingadventures.com/recipe/chicken-jollof-rice/ [Accessed 12 April 2024].

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[noneedtosavetheworld]

No need to fix gender inequality

They already did it :

Like a girl (Leo Burnett Toronto)

Share the load (BBDO India)

The Equal Payback Project (Droga5)

Liquid billboard (Havas Middle East)

The autocomplete truth (MEMAC Ogilvy)

Evita, the equality bill (Havas Buenos Aires)

Inequality courts (Africa DDB)

Gender Swap (BETC)

The cost of inequality (Edelman)

Inequality balls (Africa DDB)

Girl emojis (Leo Burnett Chicago)

Ask for a raise (R/GA NY)

[enterprisewired]

Under Armour’s Campaign: I Will What I Want- A Sheer Masterstroke

Women are women. A separate gender, a separate identity. They are beautiful and independent. They can keep a family together. Above all, if they don’t exist, how will anyone come into this world? Due to the male-dominated environment, women assume they are lower in capabilities as compared to men. Exactly that was pointed out by Under Armour. It was presumed by the public in general that it was a masculine sportswear brand targeting only men. The sales figures spoke it out loud. In 2013, the brand had a sale of $2.3 billion, out of which only $500 million came from women’s apparel. 

Kevin Plank, founder of Under Armour, was not satisfied with it and was ready to expand. The brand collaborated with six women athletes: ballerina Misty Copeland, model Gisele Bundchen, skiers Sloane Stephens, and Lindsey Vonn, surfer Brianna Cope, soccer player Kelley O’Hara, runner Natasha Hastings, and trainer Natalie Uhling. Under Armour worked on each story to run an effective influencer campaign. The women featured in the videos are an inspiration to fellow aspiring women athletes to not suppress themselves due to any societal norms or similar degradation. 

How Did the Campaign Happen?

Under Armour was considered a male-only brand due to its aggressive and manly nature. Before 2014, the majority of the customer base of the brand was men. The above-mentioned sales figures speak that out loud! The manly appearance made the female target market hesitant to buy the product. So much so that, to achieve the set target the brand had to know what women thought of the brand. Here enters Droga5, the advertising agency hired by Under Armour. They invited women to give their opinions on the brand. The responses were too manly, not for me, aggressive, and too testosterone-filled image. In this way, both, Under Armour and Droga5, got a perspective that women couldn’t relate to the brand. No relatability, therefore lesser sales figures from female group. 

Collaborators in the Campaign:

The campaign’s creative team, Felix Richter and Alexander Nowak, came up with an outstanding idea. They got to “I Will What I Want” by emphasizing willpower in a non-athletic style. On behalf of women, they followed a philosophy: My willpower helps me live my way. There was no obligation for me to adhere to any ideology, modern or old. This was the Under Armour Woman’s image they created before themselves and started working on it. 

They collaborated with six women who broke the stereotypical image of women. Out of those six women, we bring you three women’s stories here:

The Misty Film:

Misty Copeland, a ballet dancer by heart, had defied the stereotypes. She’s only 5’2” tall with a huge bust and a toned midsection. Learning the dance form wasn’t that difficult for her and she started winning big dance competitions due to her talent. Due to a deformity in her feet, she faced multiple dejections, but her grit and love for the art kept her going. A 30-second YouTube ad was shot with the things she was told not to do, while she is shown doing her part effortlessly while the voiceover goes on in the background. The ad became a huge hit with millions of views in much less time. 

The Gisele Film:

Gisele Bundchen, a social media star, and lingerie model, has faced more trolls than one can imagine or take. Again a YouTube video ad, we see a drenched Gisele releasing her anger on a punching bag with the trolls flashing on the walls. Her raw frustrated voice while hitting on the punching bag creates all the impact of the ad. The Droga5 crew were skeptical about the implementation of this ad, but they also knew she was special. Even if a celebrity, you’re never immune to online or offline criticism, is the message portrayed here. 

Lindsey Vonn’s Film:

Lindsey Vonn, a skier by profession, had suffered from a serious injury during one of her skiing sessions. As she was too good at the sport, she was popular. But her fans started trolling her by saying will she be able to make a comeback or not, her career is finished, and things similar to it. But her grit and passion made her able enough to come back stronger. The same story is depicted again wonderfully by the Droga5 crew. 

The Impact These Campaigns Created:

Under Armour’s dedication to its female consumers through specific products and innovations has continued through 2020. The company is releasing its women’s HOVR Breakthru basketball shoe on September 17—available exclusively through Under Armour and Dick’s Sporting Goods online and in stores nationwide—and its Meridian + Moisture Infuse (M+MI) line on September 23.

The M+MI line is an evolution of their popular Meridian legging, featuring fabric that helps replenish lost moisture and keeps the skin hydrated longer. According to studies, individuals lose an average of one liter of water every hour of exercise; wearers of the M+MI line of products benefit from 26% better moisturization after wearing for three consecutive eight-hour days. 

The line also features a no-slip waistband and side pockets; two features directly communicated to Under Armour developers by consumers and athletes through first-hand feedback.

Not to forget the attention to detail by Under Armour. The innovative products they launched like waistbands, side pockets, one-size-fits-all approach, are all masterstrokes by the brand. Magic is created when two giant collaborators come together. In this case, the giants are of course, Under Armour and Droga5. 

Empowering Women in Sports:

One of the most significant impacts of the “I Will What I Want” campaign is its contribution to empowering women in sports. By featuring accomplished female athletes such as Misty Copeland, Lindsey Vonn, and others, Under Armour sends a powerful message that women can excel in any athletic arena, irrespective of societal expectations or norms.

Building Connections by Being Digital:

The campaign made excellent use of the available digital mediums to connect with a global audience. Via sharing the stories of the featured women and visually striking campaigns, Under Armour has effectively utilized these channels to spread its message and engage with consumers. The use of social media platforms has allowed the campaign to reach and inspire a diverse and widespread audience.

Conclusion:

Under Armour, with this collaboration, has left a lasting impact on the world. The contribution of the featured women, the crew of Droga5, and the brand Under Armour have made us think about women’s issues. A new way to remind society to stop the discrimination against women and start accepting them the way they are. The phrase “Teamwork makes the dream work” is very rightly pointed out via this gem of a campaign. We need more elements like these to spread awareness among the society.