The Liquid billboard had two key elements that relied on direct engagement.
1) To invite key opinion leaders and influencers to the billboard, special kits were sent with personalized inclusive swimwear and an invitation that could be read, only when seen through water.
2) All the women who dove into the Liquid Billboard were celebrated with personalized adidas posters featuring them as the brand ambassadors. These posters were given to them as a gesture of gratitude for participating in the activation.
Background
32% of women in the world don’t feel comfortable swimming in public.
In the Middle East, that number rises to 88%. Because conventional swimwear is not made with them in mind. Resulting in fewer women wanting to pursue aquatic sports every year. 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
Describe the creative idea (30% of vote)
The world’s first swimmable billboard. Made to encourage every woman in Dubai to become ambassadors of adidas’s new inclusive swimwear collection, irrespective of their shapes, ethnicities, abilities or religion.
By physically diving in, each woman became part of the global conversation.
Describe the strategy (20% of vote)
To inspire all women in MENA to feel confident in water, Adidas challenged sociocultural barriers preventing them from embracing water and turned water into a symbol of freedom, instead.
Through a movement that encouraged women to see water as a liberating space the brand brought women from all walks of life to inspire each other to break barriers and embrace water.
Describe the execution (20% of vote)
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.
Key opinion leaders and female influencers were invited to come swim in the Liquid Billboard through a special invitation sent to each of them that could be read, only when seen through 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.
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.
List the results (30% of vote)
350 million total reach
$6 million earned media
60+ countries across 6 continents
Credits
Name
Company
Role
Fabio Silveira
Havas Middle East
General Manager
Joao Medeiros
Havas Middle East
Executive Creative Director
Adrian Mutescu
Havas Middle East
Strategy Director
Carlos Nadal
Havas Middle East
Head of Growth
Paul O'Connor
adidas
Director Brand Communications and Sport Marketing MENA