After an important pitch process that included both global agencies and independent agencies, Archer Troy was chosen to develop the global communication of the DOTD (Day of the Dead) collection. It is a campaign that, inspired by death, pays tribute to life and to each of the versions of athletes, athletes and runners who “die” after training or at the end of a competition.
For this – together with the Diablos de Toluca soccer sports club – we developed a series of audiovisual pieces where a group of professional players wore the new collection under the concept “Train to die, reborn to live”, framing that to be the best is necessary to die several times. The content created was destined for executions in digital, point of sale and public relations.
Today, Under Armor is considered one of the brands that uses the most technology in the design of its garments to improve the performance of professional and amateur athletes on and off the track, and is among the Top 3
of sports brands worldwide. This fact, without a doubt, represents a challenge in its communication.
After the arrival of Under Armour, Guillermo Bernal, Director of Digital Integration at Archer Troy, commented that “it is news that fills us with pride, not only because we have one of the most relevant brands in the industry at home. sport at a global level, also because the current reality requires that innovation, in addition to being the guiding axis of the competitive model, is fundamental in the way of enhancing the performance of athletes”.
CREDITS
- BRAND: Under Armor
- AGENCY: Troy Archer
- CREATIVE VP: Mike Arciniega
- GENERAL CREATIVE DIRECTOR: Carlos Oxte / Guillermo Bernal
- CREATIVE DIRECTOR: Leonardo Sánchez / Haim Torres
- PRODUCTION HOUSE: Landia
- DIRECTOR: Francisco Paparella
- PHOTOGRAPHER: Cesar Echeverria
- PRODUCER: Luciana Abramzon / Marina Blanco
- EXECUTIVE PRODUCER: Liliana Moreno / Emmanuel Garcia
- ACCOUNT MANAGER: Ro Castillo / Fernanda Martínez