︎︎︎adidasadidas
* Beyond
the surface
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.
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.
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.
“The world’s first swimmable billboard” — #watchusmove — adidas — Havas, Dubai —
Concept ︎ Art Director
︎ Havas, Dubai
https://vimeo.com/591562573https://vimeo.com/591562573
︎ adidas, Beyond the Surface ︎︎︎ THE WORLD’S FIRST SWIMMABLE BILLBARD #watchusmove
“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
The 5-meter high and 3-meter deep which doubles as a fully usable swimming pool capable of holding 11500 gallons of water, was built in less than three weeks.
Every swim was pojected live on the country’s largest digital display.
︎Dubai Mall
︎
295M
total reach
︎
$1.35M
earned media
︎
50+
countries across the globe
”“Celebrates the power of water and its ability to defy restriction and accept
everyone equaly.”
—
po
wer of water and its ability to defy restrictions and accept everyone equally”
