#watchusmove

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.

Credits
Manager Director: Fabio Silveira
Executive Creative Director: João Medeiros
ACD/Art Director: Rodrigo Nakaza
ACD/Copywriter: Anshuman Bhattacharya
Senior Art Director: Jonathan Cruz

Agency: Havas, Dubai
Client: adidas, Middle East
Role: Concept & Art Director

#watchusmove ⎯⎯ The world’s first swimmable billboard ⎯⎯ Beyond the Surface ⎯⎯ adidas, Middle East ⎯⎯ Dubai, United Arab Emirates ⎯⎯ #watchusmove ⎯⎯ The world’s first swimmable billboard ⎯⎯ Beyond the Surface ⎯⎯ adidas, Middle East ⎯⎯ Dubai, United Arab Emirates ⎯⎯

“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.”

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

“Celebrates the power of water and its ability to defy restriction and accept

everyone equaly.”

nakaza.rodrigo@gmail.com+1 (646) 584-5110

@BBH, USA