SAKA I 2022 ⎯⎯⎯⎯ 2025

ADIDAS BEYOND THE SURFACE
LIQUID BILLBOARD

According to YouGov research, 32% of women don’t feel comfortable swimming in public. In the Middle East, that number is 88% due to conventional swimwear not being made with them in mind. And unfortunately because of this, less and less women pursue aquatic sports every year.

So, 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 show up as their full selves and swim proudly in front of the world.

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Agency: Havas Dubai, UAE
Client: adidas
Role: Concepting & Art Direction

⎯⎯ Beyond the Surface ⎯⎯ The world’s first swimmable billboard⎯⎯ Beyond the Surface ⎯⎯ The world’s first swimmable billboard⎯⎯ Beyond the Surface ⎯⎯ 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)

Kite beach, Dubai - UAE

February 2nd, 2024 8:00am

Five meters high, three meters deep, made of reinforced transparent acrylic and holding 11,500 gallons of water.

Every woman’s experience was turned into personalized posters.

Every swim was projected live on the country’s largest digital display.

295M

total reach

$1.35M

earned media

50 +

countries across the globe

Credits
Manager Director: Fabio Silveira ⎯⎯ Executive Creative Director: João Medeiros ⎯⎯ ACD/Art Director: Rodrigo Nakaza ⎯⎯ ACD/Copywriter: Anshuman Bhattacharya ⎯⎯ Senior Art Director: Jonathan Cruz ⎯⎯ Strategist: Adrian Mutescu ⎯⎯ Photographer: Ahmed Raslan

ADIDAS BEYOND THE SURFACE LIQUID BILLBOARD