Brand | ADIDAS |
Product/Service | SWIMWEAR |
Entrant | HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Interactive / Immersive Experiences |
Idea Creation
|
HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
PR
|
RED HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Production
|
JACK MORTON WORLDWIDE Dubai, UNITED ARAB EMIRATES
|
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
Write a short summary of what happens in the digital or ambient execution or campaign.
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, by creating the Liquid Billboard. The world’s first swimmable billboard. Made to encourage every woman in Dubai to become ambassadors of adidas’s new inclusive swimwear collection, irrespective of their shapes, ethnicities, abilities or religion.
By physically diving in, each woman became part of the global conversation.
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.
Credits
Fabio Silveira |
Havas Middle East |
General Manager |
Joao Medeiros |
Havas Middle East |
Executive Creative Director |
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 |
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 |
Burn Color Grading |
Burn Color Grading |
Case Study Colour Grading |
João Paulo Xavier |
Freelancer |
Case Study Editor/motion graphi |
Links
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