Being judged is something that many people can sadly relate to. Even the most beautiful women in the world aren't spared this judgement and in the age of social media we are all being subjected to it 24 hours a day, 7 days a week and 365 days a year. This was highlighted in the 'empowering Cannes Lion winning 'I Will What I Want' campaign' with Under Armour and the beautiful Gisele Bündchen.

In the Autumn of 2014, Under Armour launched the Giselle Bündchen 'I Will What I Want Campaign,' showing Bündchen kicking and punching a large bag whilst 'real life social media comments, posted in response to her signing with Under Armour just days earlier, were projected on the walls around her, saying things like ‘stick to modeling sweetie’ and ‘she’s old’.'*

'Compared to Under Armour’s other athletic stars included in this campaign, (ballerina Misty Copeland and soccer star Kelley O’Hara), Bündchen seemed an odd choice. But as the company aimed to increase its appeal to women, Bündchen was chosen to help bring a fresh perspective to the brand as it branched out further into the health and fitness space in addition to sports.'*

The campaign itself was strong but it was taken to another level by Droga5 who along with the video 'created a web experience called ‘Will Beats Noise’ that showed a film of Bündchen working out as realtime social commentary streamed in.'* This truly hit the realtime digital and social aspect of this judgement issue, rather than the usual tv spot or even a traditional sports ad and therefore was able to stand out, make people listen and understand the cruel reality many people have to face. 

The whole campaign inspired 'women to go after what they want without waiting for permission, advice, or affirmation from others'* and the real time projection whilst Giselle was being strong and punching/kicking those comments away, is something that I think was really effective at showing women that you are not on your own, and standing up for yourself is the best and most positive way to fight off any negative.




*http://www.thedrum.com/news/2015/07/27/anatomy-ad-under-armour-and-droga5-creating-very-unpolished-gisele-b-ndchen-film