I Will What I Want (Gisele Bündchen)

Why it works

When Under Armour signed supermodel Gisele Bündchen, plenty of people online said she was no athlete, and Droga5 made those comments the ad. Released on 4 September 2014, the film shows Bündchen working a heavy bag in one raw, unedited take while real reactions to her signing, posted only days earlier and both supportive and vicious, are projected onto the walls around her. A companion site scraped fresh commentary about her and streamed it around the footage in real time with limited moderation, so the film changed with every viewing. It is studied as a template for turning the internet's noise into creative material, and as a pivotal step in Under Armour's push to win women. Reporting the Cannes result, Retail Dive cited 1.5 billion impressions, a 42% rise in visits to the brand's site and a 28% increase in sales. It won the Cyber Grand Prix at Cannes 2015.