ACE case UA Hero test 4

You Need 

More Than 

Strikers 

Client

Under Armour

Labels

ACE

Services

Advertising

For our first campaign since being appointed lead EMEA agency for Under Armour, we’re challenging the status quo by shining a light on the unsung heroes of football and underdogs of the game – defenders. “You Need More Than Strikers to Protect This House”, is a full 360 campaign that celebrates the art of defending, their mentality, their grit, and their commitment to protect their team. With Real Madrid’s centre-back Antonio Rüdiger leading the charge for all his peers. This work expresses an authentic and relevant point-of-view on football culture and is a true embodiment of the brand’s spirit. 

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 culture 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 solution

"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.

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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 social, we stood in opposition to shiny and artificial football commercials.

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