2022 Winners & Shortlists

BEYOND THE SURFACE

Grand Prix

Demo Film

Film

BrandADIDAS
Product/ServiceSWIMWEAR
EntrantHAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryDirection
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

In a region where most women have grown up to feel that swimming is not for them as a result of cultural sensitivities and swimwear that isn't considered appropriate, we wanted to change the perception of water as where women can feel free. The film features 4 iconic women, each known for overcoming personal and social barriers and proving that they are all more beyond the surface. We started with an anthemic poem written by Asma Elbawadi, a social activist famous for changing the rules of international basketball to allow athletes to wear hijabs. Over the poem narrated in her own voice, we see the four women embracing water and finding their freedom with adidas's new inclusive full-cover swimwear.

Cultural / Context information for the jury

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.

Tell the jury anything relevant about the direction. Do not name the director.

Every shot in the film is inspired by the poem written by athlete and activist Asma Elbawadi. Each phrase is visualized through four iconic women embracing the waters and using their movements to embody the feeling of freedom that swimming imbibes in everyone. From the ripples left behind by Dareen, the amputee athlete racing by, or the bubbles rising from Asma as she dives deep, the water is used as a living character in the film to make every viewer feel what the women on screen are feeling - the realization that they are more than what the world sees.

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
Links
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