2022 Winners & Shortlists

LIQUID BILLBOARD

Bronze Lynx

Case Film

Presentation Image

BrandADIDAS
Product/ServiceSWIMWEAR
EntrantHAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategorySocial Behaviour & Cultural Insight
Idea Creation HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
PR RED HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production JACK MORTON WORLDWIDE Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

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

Please tell us about the social behaviour and / or cultural insights that inspired your work

Universally, water represents freedom. For most women in MENA, due to cultural and social barriers, water represents limitations and restrictions. 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.

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
Arnaud JeanGirard adidas VP Brand adidas Emerging Markets
Amrith Gopinath adidas Senior Director Brand adidas MENA
Arjun Saraswat adidas Senior Manager Brand Communications Emerging Markets
Giovanna Altomare adidas Manager Marketing Operations MENA
Justine Dib Havas Middle East Account Manager
Anshuman Bhattacharya Havas Middle East Associate Creative Director
Rodrigo Nakaza Havas Middle East Associate Creative Director
Jonathan Cruz Havas Middle East Art Director
Moataz Safar Havas Middle East Content Manager
Ahmad Raslan Havas Middle East Content Creator
Alessandro Candotti Havas Middle East Head of Social Media
Ozge Gulerman Havas Media Middle East Data & Analytics Manager
Razan Karim Red Havas Middle East Communications Director
Salma Malaeb Red Havas Middle East Communications Executive
Claire Butler Jack Morton VP, Director of Production
Ruth Newman Jack Morton Associate Creative Producer
George Gordon Jack Morton Project Assistant
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João Paulo Xavier Freelancer Case Study Editor/motion graphi
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