Under Armour wanted to launch a campaign featuring alpine ski star and Olympic medal contender Marcel Hirscher to leverage the public interest around the Games in Pyeongchang.

Not an easy one back then, with the IOC’s famous “Rule 40” still in place,. “Rule 40” was the somewhat controversial rule of the Olympic Charter which prevented athletes, who were competing in the Games, from allowing their name, image, or sporting performance to be used in advertising during a certain blackout period.

So… we had to get creative. Here’s what we did: We created a campaign that was running on various channels over a period of 6 months (this is what the IOC asked us to do to get their approval). The campaign “Every turn makes you stronger” started slowly with some instore visuals (on- and offline) and social imagery and was continuously building up until the launch of the campaign video right before the start of the Olympics.

The result was overwhelming. The campaign got plenty of attention (5.5 mio+ views on YouTube) and Marcel won 2 gold medals. What more could we have asked for?!