Dive Brief:

• Creative agency Droga5 took the Grand Prix in the Cyber category at the 2015 Cannes Lions advertising awards for an Under Armour ad starring supermodel Gisele Bundchen. 
• Enhanced with social media, the “I Will What I Want” campaign attracted 1.5 billion impressions in increased visits to ua.com 42%. 

Dive Insight:

Enhanced with insults culled from social media in real time, an ad starring supermodel Gisele Bundchen from Under Armour’s “I Will What I Want” campaign has taken the top award in the Cyber category at the 2015 Cannes Lions advertising festival. Produced by creative agency Droga5, the campaign attracted 1.5 billion impressions, increased visits to the Under Armour site 42% and led to a 28% increase in sales while helping the Under Armour brand target a more female clientele, a growing and profitable trend in sports retail. 

The overall campaign also took two gold Lions and four silver awards; the past, Droga 5 has taken Grand Prix awards for campaigns promoting Help Remedies bandages, Puma, and Jay-Z’s “Decoded.”