Dive Brief:
- Under Armour received the only Cannes Lions Grand Prix awarded in the cyber category.
- The honored campaign featured a television ad with supermodel Gisele Bundchen hitting a heavy bag with real-time social media mentions popping up on the walls around her to signify her strength amid nasty comments and noise.
- According to Jean Lin, Isobar CEO and Cannes jury president, the campaign was unique for its innovative social elements. "It's social by nature and real-time by design," Lin told AdAge.
Dive Insight:
The Under Armour "I Will What I Want" campaign, created by Droga5, featured several celebrities including ballerina Misty Copeland, but the spot with the Brazilian supermodel was singaled out for its digital edge. Droga5 said the campaign garnered 1.5 billion media impressions and led to a 28% sales increase for Under Armour.
“It's an entry that demonstrates how a powerful brand narrative is enabled through technology and how this narrative can live and grow in a modern, multi-screen digital environment," Lin told AdAge. "It demonstrated how a well-crafted digital experience can create uplifting impact, from the point of engagement to the point of transaction.”
This is the first Grand Prix win for Droga5 in three years.
