2022 Winners & Shortlists

Why is this work relevant for Integrated?

This campaign expands across multiple touchpoints and consumer experiences. - Online film - Social films - In-store branding - On-ground activation - Experiential outdoor - Influencer engagement - Direct marketing

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. 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.

List the results

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