TitelLiquid Billboard
Brief32% of women in the world don’t feel comfortable swimming in public.In the Middle East, that number rises to 88%.The world’s first swimmable billboard. Made to encourage every woman in Dubai to become ambassadors of adidas’ 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. Breaking down personal and societal barriers to finding their confidence in water.
Kampagne Beyond the Surface
Werbende adidas
Marke adidas
PostedNovember 2021
Geschäftsbereich Wassersportbekleidung
Story Launch of adidas’ new inclusive swimwear collection.
Medientyp Case Study
General Manager
Executive Creative Director
Stellvertretender Creative Director
Art Director
Content Manager
Content Creator
Project Assistant
Stellvertretender Creative Director
Head of Growth
Strategy Director
Communications Director
Communications Executive
VP Brand Adidas Emerging Markets
Senior Director Brand adidas MENA
Senior Manager Brand Communications Emerging Markets
Director of Brand Communications & Sports Marketing
Marketing Operations Manager
Stellvertretender Creative Director
VP Director of Production

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