THE ‘SWIMMABLE’ BILLBOARD BY ADIDAS UAE -BEYOND THE SURFACE
Sportswear brand adidas wanted to support the launch of its new inclusive swimwear collection in the United Arab Emirates, but faced a cultural hurdle when it came to connecting with its target audience.
To launch its inclusive swimwear collection, Adidas worked with Havas Middle East to create a campaign film, 'Beyond the Surface', which celebrates how water accepts everyone unconditionally.
To support the launch film and make its new product a topic of conversation with influencers and on social, adidas unveiled a ‘liquid billboard’ on 24 June at one of Dubai’s most popular public beaches. Women of Dubai were invited to dive ‘Beyond the Surface’ into the 5-metre high and 3-metre-deep swimming pool, taking a ‘leap of faith’ to be immortalised in an advertising moment.
↘The Aim
To inspire confidence and build on the brand’s commitment to make sport as inclusive as possible.
↘ The Context
A 2021 YouGov survey commissioned by adidas revealed that only 12% of women felt completely comfortable in swimsuits at public places. Hence, adidas was addressing body shame and privacy concerns, making a bold move toward change!
In the UAE, 59% of women aged 18-42 agree that the media sets unattainable body standards for female swimmers. Shockingly, only one-quarter of women surveyed rate the availability of inclusive swimwear as excellent.
↘ The Result
The campaign earned coverage in over 200 fashion, lifestyle, travel and industry publications across 35 countries.
The cameras positioned inside the billboard captured footage of the swimmers, which was then edited in real-time and instantly projected onto a digital screen positioned above the Dubai Mall Ice Rink, adjacent to the Adidas flagship store. This setup enabled shoppers and mall-goers to immerse themselves in the experience. Additionally, personalised posters featuring photos of each swimmer were created on-site and presented to them upon completion of the activity. Furthermore, social assets for their respective social profiles were also provided.
It wasn't just about swimwear; it was a statement of #inclusivity.
Created and produced by Havas Middle East, with the strategic direction and inputs from Germany-based agency Die Zwei GmbH, and launched in June 2021.
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