Protect This House
The 6th Annual Awards
- Best Advertisement: 61 Sec to Over
ABOUT THIS ENTRY
After 20 years, Under Armour wanted to bring back “Protect This House.”- an iconic campaign from 2003. In 2023, Under Armour had to redefine “Protect This House” for a new, younger audience. So “this house” became a metaphor for everything a young athlete and their teammates protect – themselves, each other, their families, friends, and where they come from. And how do they protect it? With their armour. The physical and mental preparation they put in before every game, every season. This spot aimed to capture that process in a visceral, authentic way, infusing Under Armour as its symbol.
How does this represent “Excellence in Engagement”?
Sport is spiritual, and the transcendent aspect, the flow state, the inner fire, is the angle we wanted to see represented for Protect This House. There is a cost to greatness. Sacrifices required by the pursuit of excellence that go far beyond athleticism. We often see athletes stylised, gladiator like, perfect – but the truth is far more honest, austere and gritty.” - Director
Objective
Make Under Armour a badge of honor for young athletes. Today, hard work for purely individual gain doesn’t cut it. Young athletes want to go all in and all out for something bigger than themselves: their team. We leaned into the insight that when we battle for each other, our fight is tougher to break.
Strategy & Execution
When reintroducing “Protect This House” to young athletes, we knew finding the right ambassadors was key. We tapped Stephen Curry, Aliyah Boston of the NCAA Championship winning USC Gamecocks and Kelsey Plum of the WNBA Championship winning Las Vegas Aces to lead the charge. The spot was filmed through a gritty and authentic lens, to appeal to both the UA brand and our target audience.
Organizations
- Under Armour
- Zambezi Production Company
- Tool Editorial
- Cabin Editing Company
- Company 3 VFX + Finishing
- Pariah Creative Sound Design + Mix
Links
Credits
Paul Nugent
SVP, Global Brand Marketing
Under Armour
Brian Boring
VP, Global Brand Creative
Under Armour
Alex Bardoff
Creative Director, Global Brand Creative
Under Armour
Tom Walter
Director, Global Brand Marketing & Innovation
Under Armour
Erinn Kahle
Director, Global Content Production
Under Armour
Emily Bois
Senior Manager, Global Content Production
Under Armour
Angela Sikes
Senior Lead, Global Marketing & Brand Innovation
Under Armour
Megan Baker
Lead, Global Marketing & Brand Innovation
Under Armour
Charece Williams
Senior Director, Americas Sports Marketing
Under Armour
Trey Evans
Director, Americas Team Sports Marketing
Under Armour
Jean Freeman
Principal & CEO
Zambezi
Chris Raih
Founder
Zambezi
Laura Stayt
President
Zambezi
Gavin Lester
Chief Creative Officer
Zambezi
Matt Sherman
Group Creative Director
Zambezi
Andy Holdeman
Associate Creative Director
Zambezi
Jamie Kiersted
Associate Creative Director
Zambezi
Christian Damon
Account Director
Zambezi
Kelly Hsu
Account Supervisor
Zambezi
Kara Price
Director of Integrated Production
Zambezi
Jeri Low
Executive Producer
Zambezi
Andrew Veith
Senior Producer
Zambezi
Matt Babazadeh
Group Strategy Director
Zambezi
Natalie Gomez
Director of Integrated Strategy
Zambezi
Reed Willig
Strategy Director
Zambezi
Dustin Callif
President / Executive Producer
Tool
Nancy Hacohen
Managing Director / Executive Producer
Tool
Wes Walker
Director
Tool
Rob Sexton
Executive Producer
Tool
Mary Church
Producer
Tool
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
