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#BreaktheGame

Award: Wood Pencil

Wood Pencil / Integrated & Collaborative / Earned Media/Large Business (over 500 employees) / 2017

Online chatter about Curry spiked while he was actually playing, so we knew people watched while cruising social media on their phone. All the hype was focused on his three-point shots, each one becoming its own in-game event. So we hijacked the mobile experience to turn Curry’s biggest moments—his threes—into Under Armour moments, too.

Every single time Curry hit a three during the 2016 playoffs, we tweeted a new three-second ad starring Curry right as the shot dropped, linking his incredible on-court performances with Under Armour in real time.

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