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Cannes Lions International Festival of Creativity

Creative Award
London, United Kingdom
adidas - "Liquid Billboard" by Cannes Lions International Festival of Creativity 2022

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TitleLiquid 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.
Agency
Campaign Beyond the Surface
Advertiser adidas
Brand adidas

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PostedNovember 2021
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
General Manager F...o Si....ra Subscribers Only
Executive Creative Director J..o Me....os Subscribers Only
Associate Creative Director An....an Bha......rya Subscribers Only
Art Director Jo....an C..z Subscribers Only
CONTENT MANAGER M...az S...r Subscribers Only
Content Creator A...d R...an Subscribers Only
Account Manager J....ne ..b Subscribers Only
Project Assistant G...ge G...on Subscribers Only
Production Company J..k M...on Wo.....de D...i Subscribers Only
Associate Creative Director R....go N...za Subscribers Only
Head of Growth C...os N...l Subscribers Only
Strategy Director A...an M....cu Subscribers Only
Communications Director R...n K...m Subscribers Only
Communications Executive S...a M...eb Subscribers Only
VP Brand Adidas Emerging Markets A...ud Je.....ard Subscribers Only
Senior Director Brand adidas MENA A...th Go....th Subscribers Only
Senior Manager Brand Communications Emerging Markets A...n Sa....at Subscribers Only
Director of Brand Communications & Sports Marketing P..l O'....or Subscribers Only
Marketing Operations Manager Gi....na Al....re Subscribers Only
Associate Creative Director R..h N...an Subscribers Only
VP Director of Production C...re B...er Subscribers Only