The neuroscience of Cannes 2016: Under Armour – Phelps

AdNews has partnered with Neuro-Insight to bring an analysis of some of this year’s winning Cannes work to understand what it is that made them successful through a neuroscience lens. Droga5 has had another great year at Cannes, building on the success of last year’s Giselle Bündchen “Will beats Noise” campaign for Under Armour. This year’s global campaign of “Rule Yourself” featuring Michael Phelps and the USA Gymnastics team in separate shorts won a slew of Cannes Lions, with the Phelps execution winning the coveted Grand Prix in the Film Craft section. The execution, which features visuals of Phelps swimming down a single lit lane surrounded by darkness, is interleaved with vignettes of training and is set to the moody vocals of The Kills’ Last Goodbye. The creative showcases the…


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