adidas / UAE / 2022OOH · Social
I'm Possible UGC Billboards.
For International Women's Day, adidas put ordinary women's workout photos on digital billboards along Dubai's Sheikh Zayed Road.
- Brand
- adidas
- Agency
- Havas Middle East
- Market
- UAE
- Region
- GCC
- Year
- 2022
The challenge
adidas wanted its 'Impossible is Nothing' platform and global 'I'm Possible' campaign to feel local and owned by women in the UAE, not only its athletes.
The idea
Women posted an Instagram photo of themselves training or playing sport, finished the line 'I'M POSSIBLE BECAUSE ____' and tagged @adidasdxb. Havas Middle East ran selected posts, with each woman's handle, on digital billboards on Sheikh Zayed Road, next to adidas ambassadors such as Raha Moharrak and Amna Al Haddad.
Case study source: The Stable Source ↗
Awards
- Cannes Lions 2022Entertainment Lions for Sport – C01 FAN ENGAGEMENTSilver
Credits
- Creative agency
- Havas Middle East
