ADIDAS
According to YouGov reaserch, 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 an ambassador for its new inclusive swimwear collection.By creating the Liquid Billboard. The world’s first billboard that women could actually swim in.
#watchusmove ⎯⎯ The world’s first swimmable billboard⎯⎯ #watchusmove ⎯⎯ The world’s first swimmable billboard⎯⎯ #watchusmove ⎯⎯ The world’s first swimmable billboard
“When I was growing up I never saw woman that looked like me, wearing hijab, and I feel like that hinded my ability to kind of dream.”
Alma Elbadawi (Activist / Poet / Athlete)
Alma Elbadawi (Activist / Poet / Athlete)
Five meters high, three meters deep, made of reinforced transparent acrylic and holding 11,500 gallons of water.
Every swim was pojected live on the country’s largest digital display.
295M
total reach
$1.35M
earned media
50+
countries across the globe
Agency: Havas, Dubai
Client: adidas, Middle East
Role: Concept & Art Director
Credits
Manager Director: Fabio Silveira
Executive Creative Director: João Medeiros
ACD/Art Director: Rodrigo Nakaza
ACD/Copywriter: Anshuman Bhattacharya
Senior Art Director: Jonathan Cruz