Hasta La Creative!

What won:

In the increasingly confusing category of Cyber, the Cannes Lions International Festival Creativity jurors awarded a single Grand Prix: to Under Armour’s integrated effort starring Gisele Bundchen, “I Will What I Want.” Created out of Droga5, New York, the campaign featured a TV spot showing the supermodel pounding away at a heavy bag, as real comments pulled from social media appeared on the walls surrounding her. The 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.

Ms. Lin said that even before the jury started the judging process, they debated on what cyber is in 2015. The category was founded in 1998 and since then, “digital has become the connector of everything,” she said. So “you ask yourself, ‘If digital is everything, what are the Cyber Lions?’ What we want to celebrate are game-changing ideas that are enabled through technology, that empower brands to grow in a multi-screen environment.”

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