2022 Winners & Shortlists

Cultural / Context information for the jury

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

Tell the jury about the art direction.

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. 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.