SUB CATEGORY :

AMBIENT: LARGE SCALE

COMPANY ENTERING :

HAVAS MIDDLE EAST, DUBAI

TITLE :

LIQUID BILLBOARD

BRAND :

ADIDAS

ADVERTISER :

ADIDAS

AGENCY :

HAVAS MIDDLE EAST, DUBAI

VP BRAND ADIDAS EMERGING MARKETS :

ARNAUD JEANGIRARD

GENERAL MANAGER :

FABIO SILVEIRA

EXECUTIVE CREATIVE DIRECTOR :

JOAO MEDEIROS

ART DIRECTOR :

RODRIGO NAKAZA/JONATHAN CRUZ

COPYWRITER :

ANSHUMAN BHATTACHARYA

HEAD OF GROWTH :

CARLOS NADAL

ACCOUNT MANAGER :

JUSTINE DIB

STRATEGIC PLANNING DIRECTOR :

ADRIAN MUTESCU

HEAD OF SOCIAL MEDIA :

ALESSANDRO CANDOTTI

MEDIA AGENCY :

HAVAS MIDDLE EAST, DUBAI

DATA & ANALYTICS MANAGER :

OZGE GULERMAN

PR AGENCY :

RED HAVAS MIDDLE EAST, DUBAI

PR DIRECTOR :

RAZAN KARIM

EXECUTIVE PR :

SALMA MALAEB

FILM PRODUCTION COMPANY :

JACK MORTON WORLDWIDE, DUBAI

EXECUTIVE PRODUCER :

CLAIRE BUTLER

FILM PRODUCER :

RUTH NEWMAN

PRODUCTION ASSISTANT :

GEORGE GORDON

POST-PRODUCTION COMPANY :

HAVAS MIDDLE EAST, DUBAI

CONTENT MANAGER :

MOATAZ SAFAR

CONTENT CREATOR :

AHMAD RASLAN

CASE STUDY :

VOX HAUS, SÃO PAULO

CASE STUDY SOUND DESIGN :

VOX HAUS

ENGLISH CONTEXT EXPLANATION :

GLOBALLY, 32% OF WOMEN DON’T FEEL COMFORTABLE SWIMMING IN PUBLIC. IN THE MIDDLE EAST, THAT NUMBER IS 88%. BECAUSE CONVENTIONAL SWIMWEAR IS NOT MADE WITH THEM IN MIND. RESULTING IN FEWER WOMEN WANTING TO PURSUE AQUATIC SPORTS EVERY YEAR. AT ONE OF THE MOST VISITED BEACHES OF THE REGION, ADIDAS TURNED EVERY WOMAN IN DUBAI INTO AMBASSADORS FOR ITS NEW INCLUSIVE SWIMWEAR COLLECTION. BY CREATING THE LIQUID BILLBOARD. THE WORLD’S FIRST BILLBOARD THAT WOMEN COULD ACTUALLY SWIM IN. ENCOURAGING WOMAN OF ALL SHAPES, ETHNICITIES, RELIGIONS AND ABILITIES TO BREAK DOWN THE BARRIERS HOLDING THEM BACK BY DIVING INTO THE BILLBOARD AND BECOMING PART OF THE GLOBAL CONVERSATION. FOR THE FIRST TIME, WOMEN WHO’VE ONLY SEEN ATHLETES AND MODELS ON BILLBOARDS, SAW THEMSELVES CELEBRATED THE SAME WAY. 295 MILLION TOTAL REACH $1.35 MILLION EARNED MEDIA 50+ COUNTRIES ACROSS 6 CONTINENTS