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Under Armour · Social campaign
She Plays We Win
An Instagram-first campaign celebrating young girls in sport: five sports, every social format, and one hero reel.
The big question
How do you launch a national campaign that lives on a phone?
Client
Under Armour
Format
Social campaign
Year
2017
Deliverables
Five sports: racing, boxing, track, basketball and skateboarding
Horizontal, square, vertical and 6-second cuts of each
A hero reel bringing them together
What we did
- Social video strategy
- Editing
- Horizontal, square and vertical cuts
- 6-second cuts
- Hero reel
- VO scripting
- Audio post
01 The challenge
Under Armour brought us back after our production work on the rollout of its running shoe initiative. She Plays We Win was a national, Instagram-first campaign celebrating young girls in sport, and it needed a suite of sport-specific videos built for phones, each with its own athlete, all with one look and one message.
02 Our approach
We cut five sports: racing, boxing, track, basketball and skateboarding. Each one shipped as horizontal, square, vertical and 6-second cuts, a kind of tailored delivery that was still new on Instagram at the time. We wrote the voiceover, handled audio post in house, and worked closely with campaign photographer Christin Rose and UA's internal team.
03 What we made
The full social suite, plus this hero reel that brings every sport together in one story. It launched on the @sheplayswewin Instagram account to a strong response.
Every format
Five sports. Four cuts of each.
04 The payoff
She plays, we win.
Five sports, four formats each, one hero reel, live on Instagram in 2017.
“Girls can do anything if they're encouraged to try.”From the film
“Shine the light on every girl, in every game, in every corner of the world.”Attica Jaques, VP Brand Marketing, Under Armour
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