NEW YORK: A campaign for Under Armour created by Droga5 has won the Grand Prix at the 2015 Jay Chiat Awards for Strategic Excellence.
It was presented yesterday at the 4A's Strategy Festival in New York. A shortlist of 35 entries in six categories was whittled down by the judges to include five Golds, seven Silvers and ten Bronzes, with Honorable Mentions for a further 13 campaigns.
Warc subscribers can read the winning case studies here.
Under Armour's I Will What I Want – which also took a Gold in the National category – set out to change the widespread perception among the public that it was a male sportswear brand, successfully turning it into a symbol of female athletic aspiration. (For further insights from Droga5 and the Chiat judges, read Warc's exclusive report: How Droga5 helped Under Armour win with female athletes.)
It looked at how women approach fitness and what it means to be a woman in the twenty-first century and translated this into a creative idea that connected the brand's performance values to the true stories of women today achieving success on their own terms.
The campaign put the brand at the heart of a cultural conversation, achieving a complete turnaround in connecting with its new target and a 28% sales increase.
Among the other winners, the Global Campaign Gold went to World Gallery, created by TBWA Media Arts Lab for the Apple iPhone 6.
Prestige, Procter & Gamble's beauty segment that includes prestige fragrances and the SK-II brand, took Gold in the Media category with Smell My Neck, devised by Starcom MediaVest Group.
Soft drinks giant Pepsi was honoured in the Product Service/Creation category for Dew Bottle Tool, created by Sancho BBDO/Direktor Films.
In the Non-profit category, Doctors of the World took a Gold for More Than A Costume, devised by Publicis NY. No Gold was awarded in the Regional category.
Data sourced from Jay Chiat; additional content by Warc staff