The Wall of Will
UNDER ARMOUR
To help launch Under Armour Canada on social, a billboard was created that was powered by people.
Using specialized equipment outfitted with sensors and a custom app, UA was able to turn workouts into will-power. So that every run, jump, plank, row, and skate recorded in person, and across the country on social, helped power the Wall of Will.
To rally Canadians across the country, we launched #CanadaWill. A platform where athletes and everyday people could share their stories and add their stats to the Wall of Will in real time. It blew up and trended nationally.
Where there’s a will
Credits
Role: concept, art direction, design, social
CDs: Nellie Kim, Chris Hirsch
Copywriters: Jacob Greer, Mike Blackmore
UX & Design Development: Candy Digital
Producer: Patrick Elia