It was presented yesterday at the 4A's Strategy Festival in New York. A shortlist of 35 entries in six categories was whittled down by the judges to include five Golds, seven Silvers and ten Bronzes, with Honorable Mentions for a further 13 campaigns.
Warc subscribers can read the winning case studies here.
Under Armour's I Will What I Want – which also took a Gold in the National category – set out to change the widespread perception among the public that it was a male sportswear brand, successfully turning it into a symbol of female athletic aspiration. (For further insights from Droga5 and the Chiat judges, read Warc's exclusive report: How Droga5 helped Under Armour win with female athletes.)
It looked at how women approach fitness and what it means to be a woman in the twenty-first century and translated this into a creative idea that connected the brand's performance values to the true stories of women today achieving success on their own terms.
The campaign put the brand at the heart of a cultural conversation, achieving a complete turnaround in connecting with its new target and a 28% sales increase.
Among the other winners, the Global Campaign Gold went to World Gallery, created by TBWA Media Arts Lab for the Apple iPhone 6.
Prestige, Procter & Gamble's beauty segment that includes prestige fragrances and the SK-II brand, took Gold in the Media category with Smell My Neck, devised by Starcom MediaVest Group.
Soft drinks giant Pepsi was honoured in the Product Service/Creation category for Dew Bottle Tool, created by Sancho BBDO/Direktor Films.
In the Non-profit category, Doctors of the World took a Gold for More Than A Costume, devised by Publicis NY. No Gold was awarded in the Regional category.
Data sourced from Jay Chiat; additional content by Warc staff