adidas / UAE / 2021Experiential
Liquid Billboard.
adidas built a swimmable transparent billboard on a Dubai beach to launch an inclusive swimwear range.
- Brand
- adidas
- Agency
- Havas Middle East
- Market
- UAE
- Region
- GCC
- Year
- 2021
The challenge
Research found only 12% of UAE women felt fully comfortable wearing a swimsuit at a public beach or pool.
The idea
A five-metre-high acrylic pool was erected on a public beach and women, led by brand ambassadors, were invited to dive in and become the billboard. Their swims were filmed, edited in real time and shown on a big screen at Dubai Mall, with participants receiving personalised posters.
Results
- Coverage in more than 200 publications across 35 countries
Case study source: Activation Ideas Source ↗
