2022 Winners & Shortlists

BEYOND THE SURFACE

Short List
BrandADIDAS
Product/ServiceSWIMWEAR
EntrantHAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryGlass
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

Why is this work relevant for Glass: The Award for Change

In a region where swimming has culturally been considered not appropriate for women, this campaign started a conversation about inclusivity in the sport that expanded to over 60 countries. Women of the Middle East have always felt conscious about stepping into a swimming pool or any public water body as a result of the social stigmas they have grown up with, and the lack of swimwear that makes them feel comfortable with their bodies. The campaign that was originally meant to promote adidas's new inclusive swimwear collection ended up making women everywhere question the norms they have grown up with, and rethink how they perceive their own ethnicities, abilities and shapes. That is what makes this relevant for the Glass: Award for Change.

Background

Driven by the belief that sport belongs to all, adidas began a movement of change to ensure that everyone had access to performance wear for the water and enjoy one of the most popular sports in the world – by mid-2021, the brand launched its first Full-Cover Swimwear Collection.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Globally, 32% of women don't feel comfortable swimming in public. In the middle East and several parts of Eastern Europe, this number is three times higher. 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

To launch the new collection, adidas introduced BEYOND THE SURFACE. A campaign that sparked a worldwide conversation about making swimming more inclusive for all women, irrespective of their shapes, ethnicities, abilities, or faiths.

Describe the strategy

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 this 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

The Beyond The Surface initiative started with a global film featuring 5 unique women breaking down barriers, who then became the face of adidas’s inclusive swimwear collection. The 5 women became the face of the initiative in-store, online, and on social media. Their personal stories were turned into social films to build a stronger connect with our audiences. Then at Dubai's most visited beach, we created the world’s first Liquid Billboard, inviting every woman in Dubai to become an adidas ambassador by finding their comfort in water. Every woman’s experience was transformed into personalized posters in real time and live streamed on the city’s largest digital display. key influencers were sent special invites that could be revealed when seen through water.

Describe the results / impact

350 million total reach $6 million earned media 60+ countries across 6 continents 45% View Through Rate vs industry average of 2% 17.7% engagement rate on social media 70% sell-through rates in just the first 4 weeks across flagship stores

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
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
Vox Haus Vox Haus Case Study audio design
Links
Supporting Webpage