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CANNES, France—A year after she was a no-show at Cannes Lions, the festival awarded one of its top prizes to Gisele Bundchen's Under Armour campaign, with Droga5 picking up the Grand Prix in the Cyber category.
The supermodel, who backed out of a mcgarrybowen main-stage commitment last year—to be replaced by Rob Lowe (whose ads, alas, have not won anything)—was one of many stars of UA's "I Will What I Want" campaign. But her portion of the campaign was the most digitally innovative, featuring a website that pulled in real-time social-media insults about her to emphasize that she uses her strength and will to block out noise from even her most nasty detractors.