19: BRAND PURPOSE (Brand Purpose)
Liquid Billboard - adidas
|Title of Entry:||Liquid Billboard|
|Entrant Company:||Havas Middle East|
|Creative Team:||General Manager: Fabio Silveira
Executive Creative Director: Joao Medeiros
Associate Creative Director: Anshuman Bhattacharya
Senior Art Director: Rodrigo Nakaza
Art Director: Jonathan Cruz
Content Manager: Moataz Safar
Content Creator: Ahmed Raslan
Head of Growth: Carlos Nadal
Account Manager: Justine Dib
Head of Social Media: Alessandro Candotti
Data & Analytics Manager: Ozge Gulerman
PR Communications Director: Razam Karim
PR Communications Executive: Salma Malaeb
Strategy Director (Havas Middle East): Adrian Mutescu
VP, Director of Production: Claire Butler (Jack Morton)
Associate Creative Producer: Ruth Newman (Jack Morton)
Project Assistant: George Gordon (Jack Morton)
Color Grade – Burn Color Grading
Music / SFX (Case Study) – Vox Haus
Editor / Motion Graphics (Case Study) – Joao Paulo Xavier
|Other Credits:||adidas, VP Brand Emerging Markets: Arnaud JeanGirard
adidas, Senior Director Brand MENA: Amrith Gopinath
adidas, Director Brand Communications and Sports Marketing MENA: Paul O'Connor
adidas, Senior Manager Brand Communications Emerging Markets: Arjun Saraswat
adidas, Manager Marketing Operations MENA: Giovanna Altomare
Globally, 32% of women don’t feel comfortable swimming in public. In the Middle East, that number is 88%. Because conventional swimwear is not made with them in mind. Resulting in fewer women wanting to pursue aquatic sports every year.
At one of the most visited beaches of the region, adidas turned every woman in Dubai into ambassadors for its new inclusive swimwear collection, by creating the Liquid Billboard. The world’s first billboard that women could actually swim in.
Encouraging women of all shapes, ethnicities, religions and abilities to break down the barriers holding them back by diving into the billboard and becoming 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.
For the first time, women who’ve only seen athletes and models on billboards, saw themselves celebrated the same way.
Within a week, the billboard started a global conversation about inclusivity in swimming across more than 50 countries.
295 million total reach
$1.35 million earned media
50+ countries across 6 continents