2022 Winners & Shortlists

LIQUID BILLBOARD

Gold Lynx

Case Film

Presentation Image

BrandADIDAS
Product/ServiceSWIMWEAR
EntrantHAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategorySocial Behaviour & Cultural Insight
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.

Please tell us about the social behaviour and / or cultural insights that inspired your work

Universally, water represents freedom. For most women in MENA, due to cultural and social barriers, water represents limitations and restrictions. 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.

Credits

Name Company Role
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
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