Unlike Any

A divisão feminina da Under Armour apresenta a campanha "Unlike Uny", que conta histórias de mulheres como Misty Copeland, Natasha Hastings, Jessie Graff, Alison Désir e Zoe Zhang, que são mostradas não como atletas do sexo feminino, mas apenas como atletas.

Em agosto passado, durante os Jogos Olímpicos do Rio, a equipe da Under Armour percebeu algo inquietante. "Toda vez que uma mulher ganhava, ela se comparava a homens", conta Adrienne Lofton, svp da gestão global da marca.

"Tivemos que começar a pensar sobre como mudar essa conversa. Por que sempre há um enquadramento que, quando uma mulher faz bem, ela é comparada à grandeza de um homem? Precisamos remover o gênero da conversa", defende a executiva.

Para "Unlike Uny", criada pela Droga5, a Under Armour selecionou cinco atletas de destaque, que conseguiram grandes feitos em suas carreiras, mas também superaram grandes obstáculos para chegar onde estão hoje.

Em vez das atletas falarem sobre suas carreiras, a marca se pediu para que poetas (Aja Monet, Kojey Radical, Dominique Christina, Aristophanes e Saul Williams) dessem nova vida a essas histórias.

Leia da matéria da Adweek na íntegra aqui.

Ficha Técnica:

Client: Under Armour
Campaign: “Unlike Any”

Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Felix Richter
Executive Creative Director: Alexander Nowak
Senior Copywriter: Doug Hamilton
Senior Art Director: Kia Heinnen
Art Director: Castro Desroches
Junior Copywriter: Diana Perez
Chief Creation Officer: Sally-Ann Dale
Co-Director of Film Production: Jesse Brihn
Co-Director of Film Production: Bryan Litman
Senior Producer Film: Rebecca Wilmer
Producer, Film: Nathan Pardee
Music Supervisors: Ryan Barkan, Mike Ladman
Business Affairs Manager: Mairéad Murray
Director of Interactive Production: Niklas Lindstrom
Director of Art Production: Cliff Lewis
Senior Producer, Art: Bianca Escobar
Director of Print Services: Rob Lugo
Global Chief Strategy Officer: Jonny Bauer
Co-Head of Strategy: Harry Roman-Torres
Group Strategy Director: Will Davie
Strategist: Newman Granger
Head of Communications Strategy: Colleen Leddy
Communications Strategy Director: Hillary Heath
Senior Communications Strategist: Kathryn Ruocco
Chief Intelligence Officer: Amy Avery
Data Strategist: Kaveri Gautam
Executive Group Director: Julian Cheevers
Group Account Director: Shane Chastang
Account Director: Lucy Santilli
Account Supervisor: Kate Tyler Monroe
Associate Account Manager: Megan Haggerty
Group Project Manager: Bill Wilson
Senior Project Manager: Carolyn Brafman

Client: Under Armour
Chief Executive Officer: Kevin Plank
Chief Marketing Officer: Andrew Donkin
SVP, Global Brand Management: Adrienne Lofton
SVP & General Manager, Women’s: Pam Catlett
VP Global Brand Management, Women’s Youth: Attica Jacques
Global Brand Manager, Campaign Integration: Bené Eaton
Global Brand Manager, Women’s: Cate Goytisolo
Associate Global Brand Manager, Women’s: Molly O’Hara
Vice President, Global Brand Creative: Brian Boring
Art Director, Global Brand Creative, Women’s Youth: Giselle Lewis-Archibald
Project Manager, Global Marketing Operations: Jen Aldinger
VP, Global Consumer Engagement: Jim Mollica
Senior Director, Global Consumer Engagement: Jack Daley
Senior Manager, Global Consumer Engagement: Veronica Mao
SVP, Global Communications: Diane Pelkey
Director, Global Communications: Erin Wendell
Marketing Director, Under Armour China: Lydia Zhu
Senior Marketing Manager, Under Armour China: Eddy Chen

Production Company: Agile Films
Director: Georgia Hudson
DOP: Zoë White
Executive Producer: Myles Payne
Head of Content: Alex Chamberlain
Line Producer: Martha English

Editorial: WORK Editorial
Editor (Lindsey, Alison, Natasha): Ben Jordan
Editor (Misty, Jessie, Zoe): Cass Vanini
Assistant Editor: Trevor Myers
Assistant Editor: Theo Mercado
Executive Producer: Erica Thompson
Senior Producer: Sari Resnick

Post Production: Blacksmith
Executive Producer: Charlotte Arnold
Executive Producer: Megan Sweet
Producer: Anu Nagaraj
VFX Shoot Supervisor: Daniel Morris
VFX Shoot Supervisor: Melissa Graff
2D Lead: Daniel Morris
2D Lead: Melissa Graff
2D Artist: Iwan Zwarts
2D Artist: Margolit Steiner
2D Artist: Jacob Slutsky
2D Artist: Caio Sorrentino
2D Artist: Tuna Unalan
2D Artist: Trace VFX
3D Tracking: QL Beans
Designer: Min Liu

Color: MPC
Executive Producer, Color: Dani Zeitlin
Producer, Color: Jenna Gabriel
Colorist: Adrian Seery

Music: Q Department
Executive Producer: Zach Rice
Senior Producer: Guin Frehling
Creative Director: Drazen Bosnjak

Sound: Gramercy Park Studios
Audio Engineer: Chris Afzal
Sound Designer: Chris Afzal
Executive Producer: Vicky Ferraro
Associate Producer: Laura Goehrke