The challenge
Make Under Armour - a brand better known for its connection with American sports - an authentic, relevant, and respected voice in football culture throughout EMEA. Facing a very established set of competitors with big budgets, players and clubs, it was crucial to find a point-of-view that would stand out, and deeply resonate with our understandably sceptical audience.
Video · Campaign film
You Need More Than Strikers To Protect This House
The cultural insight
Although football is a team sport, and every position is equally important, the spotlight almost exclusively favours the tricks, flicks, and goals of attackers. Those who put their bodies on the line and stand their ground for the team are too often unsung heroes left to work in the shadows. It was time for change, and as a brand that truly understands the meaning of the grind, and values the importance of the collective, we were going to remind the world that greatness starts at the back.
‘We were going to remind the world that greatness starts at the back.’
The creative idea
"You Need More Than Strikers to Protect This House" is an ode to defenders - celebrating their work, their mindset, and their undervalued importance to the team. With the one-and-only Antonio Rüdiger of Real Madrid as our hero athlete, we went against the grain of the category and brought to life the art of defending. By looking at the game differently and sweating every detail, we created a gripping and authentic campaign that elevates the unsung heroes of the beautiful game.
The craft
The work had to match the messaging’s bite and our heroes’ grittiness. So we shaped it with raw contrasts and impactful metaphors. Defenders emerging from the shadows echoed by guard dogs standing their ground. Overexposed strikers shining a light on defensive darks arts. When it came to framing the football action, we also defied conventions. Instead of an overdone slow-mo bicycle kick, we built a crunching tackle into an irresistible climax. From film to outdoor to native social content, we stood in opposition to shiny and artificial football commercials.
