Under Armour's Gisele Bundchen Campaign Wins Cyber Grand Prix at Cannes
'I Will What I Want' Combined Video With Real Time Social Comments
Jun 24, 2015
Under Armour's integrated effort starring Gisele Bundchen, "I Will What I Want," has won the Cyber Grand Prix at Cannes.
Created out of Droga5, New York, the campaign featured a television spot showing the supermodel pounding away at a heavy bag, as real comments pulled from social media appeared on the walls surrounding her. An online experience, "Will Beats Noise," took that same idea but allowed the audience to view the film with the social media posts as they were happening in real time, creating a new experience with each view.
For more on the jury's deliberations, head over to AdAge.com.