| Title | Liquid Billboard |
| Brief | 32% of women in the world don’t feel comfortable swimming in public.In the Middle East, that number rises to 88%.The world’s first swimmable billboard. Made to encourage every woman in Dubai to become ambassadors of adidas’ new inclusive swimwear collection, irrespective of their shapes, ethnicities, abilities or religion.By physically diving in, each woman became part of the global conversation.The 5-meter high and 3-meter deep that doubles as a fully usable swimming pool capable of holding 11500 gallons of water, was built in less than three weeks.The structure was fitted with special underwater cameras that transformed every woman’s experience into personalized adidas posters, and live-streamed every dive on the city’s largest digital display at Dubai Mall.Women who’ve only seen athletes and models on billboards, saw themselves celebrated the same way. Breaking down personal and societal barriers to finding their confidence in water. |
| Agency |
Havas Worldwide Middle East
|
| Campaign |
Beyond the Surface
|
| Advertiser |
adidas
|
| Brand |
adidas
|
| Posted | November 2021 |
| Business Sector | Water Sports
|
| Story | Launch of adidas’ new inclusive swimwear collection. |
| Media Type |
Case Study
|
| General Manager |
Fabio Silveira
|
| Executive Creative Director |
Joao Medeiros
|
| Associate Creative Director |
Anshuman Bhattacharya
|
| Art Director |
Jonathan Cruz
|
| CONTENT MANAGER |
Moataz Safar
|
| Content Creator |
Ahmad Raslan
|
| Account Manager |
Justine Dib
|
| Project Assistant |
George Gordon
|
| Production Company |
Jack Morton Worldwide Dubai
|
| Associate Creative Director |
Rodrigo Nakaza
|
| Head of Growth |
Carlos Nadal
|
| Strategy Director |
Adrian Mutescu
|
| Communications Director |
Razan Karim
|
| Communications Executive |
Salma Malaeb
|
| VP Brand Adidas Emerging Markets |
Arnaud JeanGirard
|
| Senior Director Brand adidas MENA |
Amrith Gopinath
|
| Senior Manager Brand Communications Emerging Markets |
Arjun Saraswat
|
| Director of Brand Communications & Sports Marketing |
Paul O'Connor
|
| Marketing Operations Manager |
Giovanna Altomare
|
| Associate Creative Director |
Ruth Newman
|
| VP Director of Production |
Claire Butler
|