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  • SUB CATEGORY :
    USE OF EVENTS & STUNTS
  • 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
  • CAMPAIGN SUMMARY :
    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.
  • THE BRIEF :
    The key objective of creating this experience was to encourage the women of Dubai to feel more comfortable swimming in public. Being raised in a society where swimming isn’t widely accepted as appropriate for women, they lack the motivation to step into water. In addition, being surrounded by ads with models and professional athletes has further deteriorated their body confidence. The activation invited all of them, irrespective of their shapes, ethnicities, or abilities, to try on the brand’s new line of inclusive swimwear and become the faces of the campaign by simply diving into the Liquid Billboard.
  • THE STRATEGY :
    As part of the global "Watch Us Move" initiative, adidas introduced its first-ever full cover inclusive swimwear collection. To amplify the brand's message of sports belonging to all, we chose to against the trend of sports brands pushing people to be the best versions of themselves and instead, use their communication to help women realize that they should be comfortable with themselves.
  • THE EXECUTION :
    The 5-meter high and 3-meter deep billboard doubled as a fully usable swimming pool capable of holding 11500 gallons of water. 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. Each woman was rewarded with a personalized adidas poste printed in real time, and footage from their experiences were streamed live on the biggest digital display in the city. For once, they saw themselves the way they’ve only seen celebrities and athletes.
  • THE RESULT :
    Results: Within a week, the billboard started a global conversation about inclusivity in swimming across more than 50 countries. 350 million total reach $6 million earned media 60+ countries across 6 continents