I WILL WHAT I WANT
The I WILL WHAT I WANT platform reached new heights with a first of its kind live social activation featuring Gisele Bündchen.
The campaign sparked a two-way cultural discussion, capturing the attention of online discourse and media as the iconic model/athlete physically shattered expectations imposed on her by the outside world.
Created at Droga5 New York
LIVE SOCIAL EXPERIMENT
WILL BEATS NOISE
A first of its kind, live social experiment.
The campaign featuring Gisele Bündchen activated a two way, cultural discussion with athletic females.
CASE STUDY / WILL BEATS NOISE
1 / SIGNING & ANNOUNCEMENT
We signed a woman we knew would be judged: Supermodel Gisele Bündchen. Then announced the unlikely partnership and, as we anticipated, everyone had something to say.
2 / REAL TIME FILMS
We then used people's real social comments in our commercials and online films – Making them a different film, every time.
3 / LIVE WEB EXPERIENCE
The Web experience became a live social experiment. For the first time, the entire online discussion about a single person was happening on one website, in real time. Proving will beats noise, live.
