2022 Winners & Shortlists

BEYOND THE SURFACE

Bronze Lynx

Case Film

Film

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 LA COSA Dubai, UNITED ARAB EMIRATES

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.

Credits

Name Company Role
Fabio Silveira Havas Middle East General Manager
Joao Medeiros Havas Middle East Executive Creative Director
Karim Sherif Havas Middle East Copywriter
Michele De Iuliis Havas Middle East Senior Art Director
Nicholas Bristow Havas Middle East Senior Copywriter
Nagat Idris Havas Middle East Arabic Copywriter
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
Elie Khalifeh Havas Middle East Agency producer
Myriam Khoury Lacosa Executive Producer
Justine Dib Havas Middle East Account Manager
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