Creating Under Armour’s Wall of WILL, As Andy Murray Clinches Wimbledon Crown

In support of Andy Murray’s quest for a second Wimbledon title, it was all systems go at PG HQ last weekend as our favourite Scot took to Centre Court last Sunday. But how? Cue our ‘Wall of WILL’ – a one of a kind social campaign to help push Murray over the line, and drive celebration after he clinched his now infamous victory.


Having seen Novak Djokovic and Roger Federer both get eliminated from the Championships in earlier rounds, Andy Murray will definitely have been feeling the pressure before his final showdown with Milos Raonic on Sunday afternoon, and we were all too eager to generate support from Andy’s global fan base.

Launched 24 hours before the event, Under Armour’s Wall of WILL encouraged Murray fans across the UK to tweet @UnderArmourUK with messages and pictures of support for Andy Murray, using the hashtag #MurrayWILL. Every message would then be captured and turned into a huge digital mosaic, filled with thousands and thousands of tiles to help create a huge fan-generated mosaic of Andy doing what is now becoming routine – celebrating victory.

The one-day campaign was a huge success and generated great engagement and chatter on Twitter as Andy’s win became more and more a reality as Sunday’s match unfolded. Overall, 6,000 tweets were used to create the final mosaic, helped with the support by the likes of Team UA’s Anthony Joshua and Jamie Roberts. We like to think it worked, as Andy cruised to a straight set victory and a second Wimbledon title in 3 years (music to our wider team’s ears, we’re sure!). Of course, special thanks must go out to our Client for working with us around the clock last weekend to help make this a reality.

With the mosaic to be presented shortly, the fun and games can now begin as fans try to work out where their face has ended up on Andy’s body…..a dream come true, some could say.