2022 Winners & Shortlists

Write a short summary of what happens in the film

Driven by the belief that sport belongs to all, adidas began a movement of change to ensure that everyone had access to performance wear. The range is designed to support the needs of those who find the category offers limited choice when it comes to swimwear. The Beyond the Surface campaign, part of Watch Us Move - adidas’ broader initiative to create more space for women in sport - celebrates the power of water and its ability to defy restrictions, bring renewal and accept everyone unconditionally.

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

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.