Rush Seeding Kit
The Under Armour Rush Seeding Kit immersed athletes and influencers in a truly remarkable experience while putting the heat reactive properties of the new Rush material front and center.
Client
Under Armour
Type
Social Campaign, Experiential
Roles
Creative, Strategy, Pitch
Client
Under Armour
Type
Social Campaign, Experiential
Roles
Creative, Strategy, Pitch
Social Media Stunt
The goal was to amaze users who open the mysterious box with a series of surprising events. When participants placed their hands on a launch pad prompted by light, triggering the reveal sequence. Music engaged into a crescendo as the Rush product capsules rose from the box accompanied by fog, and a thermal FLIR camera reflecting the participants movements.
Athletes and influencers including Steph Curry, Kelley O'Hara, and DK Metcalf, were surprised and delighted by the cutting edge unboxing experience.
Impact
The social media campaign included a high profile first reveal event featured athletes Steph Curry, Kelley O'Hara, and Cari Champion as they opened the box to reveal the Rush product this press. This was accompanied with a series of social posts on influencer channels that saw over 2 million impressions.
Credits
Agency: dotdotdash
Concept, Strategy, Design: Andy Sonwell
3D Design: Zack Dougherty
Graphic Design: Mike Dorner
Art Direction: Bryan Tiege
Sound Design: Ethan Rose
Fabrication: Axiom
Film: Jesse Vinton
