Havas Middle East has won the Cresta 2021 Grand Prix in Design with its adidas Liquid Billboard. To launch its inclusive swimwear collection, and to address the insight that 88 per cent of women in the Middle East don’t feel comfortable swimming in public, adidas and Havas Middle East launched the first-ever swimmable billboard.
Five meters high, three-meter deep, 11,500 gallons of water and an invitation for women across the city to jump into our liquid billboard as an encouragement for others to feel more comfortable in the water and in their swimwear. Footage from inside the billboard was streamed to the city’s largest digital display.
The campaign became a global topic of conversa
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