TRIPLE BACK HANDSPRING ARABIAN ROUND OFFS. 18 BROKEN BONES. 4 AM MORNINGS. EVERY MORNING. BEFORE THIRD GRADE. NO TIME FOR RELATIONSHIPS. JUST TRAINING. ONLY TRAINING.
SEVEN. DAYS. A. WEEK.
FORGET EVERYTHING YOU’VE EVER HEARD ABOUT CHEERLEADERS.
Swarovski and Wilbur approached Timber + Frame to put a new face to cheerleading.
Swarovski’s crystals were being worn by the top cheerleaders in the country. But what people didn’t realize is these world class cheerleaders are also some of the top athletes in the country. Hands down.
They wanted to change that narrative. And they needed to do it in sixty seconds. And it was going to premiere live on the biggest stage in High School Cheerleading: The National Championships in Dallas, TX.
These women embodied strength, dedication, and teamwork.
Now was the time to set the record straight. We got to work creating scenes that would undermine the decades of stereotypes while combining the beauty of Swarovski crystals with the power of a top athlete’s body in motion.
We brought in the most incredible young talent from across the US to New York City and over the course of two days we created scenes that would showcase the work and love necessary to be one of these top athletes.
Through careful choices of empowering camera angles, direct eye contact challenging the audience, harsh direct light mixed with soft pink (reclaiming a traditionally feminine color) and not shying away from real sweat, we were able to put a new face on cheerleading.
The campaign rolled out on social media with eight second teasers targeted at Varsity’s core audience (12-18 year old cheerleaders and their parents) in the lead up to the premiere of the sixty second final film. Many of the film’s stars (instagram influencers themselves) helped push the videos out to reach maximum audiences.
The result? Emojis. Lots of emojis.
IT PREMIERED ON THE JUMBOTRON TO THOUSANDS OF YOUNG WOMEN AT THE NATIONAL CHAMPIONSHIPS.
ONE SMALL STAND AGAINST THE STEREOTYPES.
But what makes us really feel good at the end of day? Thinking of elementary and middle school girls who for once saw a different sort of cheerleader on the big screen.
Time to set a new precedent.