Cannes Lions / Cyber Winners
Under Armour’s I Will What I Want scooped the Cyber Grand Prix at this year’s Cannes Lions.
The campaign, via Droga5 in New York, features Gisele Bündchen working up a sweat at the gym as online commentary about the supermodel is projected onto the walls. This web video is complemented by an interactive website where people can view real-time comments about the model as she exercises.
Jean Lin, Cyber jury president and global CEO of Isobar, said of the campaign: ‘It demonstrated how a powerful brand narrative is enabled through tech and how it lives and grows in modern multiscreen environments.’ She added: ‘This idea demonstrates how real-time data enhances creativity and how it allows you to tell a real-time story to empower an audience to connect.’
Jury member and IBM Interactive Experience, Europe chief creative officer Cheyney Robinson told Contagious that the Gisele campaign used technology to bring to light additional layers of insight into what's happening in the social conversation, making for 'a much more dynamic piece of work'. She added: 'Its unique use of real-time data and the social conversation added a new dimension to the work that really made it stand out against the other candidates for consideration.'
Lin said that, while the jury found it relatively easy to reach a consensus about the Grand Prix, as it ‘represented the totality of what we’re looking at in the category’, there was a lot of discussion about what should win Gold because the quality of the work was so high.
Out of 3,700 entries, a total of 21 Gold Lions were awarded including: The Other Side from Honda, #LikeAGirl from Always, The Safety Truck from Samsung, The Ice bucket Challenge from the ALS Association, Clever Buoy from Optus, and the Unskippable ads from Geico. SoundCloud's Berlin Wall of Sound - The Most Unbearable Radio Ad also won a Gold Lion, as well as the Grand Prix in radio.
Lin spoke about how the industry has changed over the 17 years since the Cyber category was first launched at Cannes. She explained that if you look at the work being entered and awarded in other categories, digital is a key component. This encouraged Lin and her fellow Cyber jurors to ask ‘What is Cyber Lions celebrating if digital is in everything?’
In reference to the criteria for the Cyber winners Lin said: ‘We’re celebrating creativity but what we want to celebrate is game-changing ideas that are enabled through technology… It’s not just awarding good campaign ideas, they’re great experiences, unexpected platforms that empower humans to action and great digital service and design.’