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 conversation and was covered in more than 60 countries, across 6 continents. With one single placement, it reached more than 350 million people worldwide.
The adidas Liquid Billboard also won 2 Gold awards for Ambient and Experiential and Brand Purpose, as well as the Bronze ‘Wish we’d thought of that’ Award.
“It’s a campaign of firsts. The first swimmable billboard and the first Cresta GP for the region. We’re very proud of the work, the results, the partnership with adidas and, of course, of this recognition. It shines further light on the great creative momentum of the region and is a testament to the innovative mindset of the agencies in the Middle East” said Fabio Silveira, General Manager Havas Creative.
The campaign was created by Havas Middle East, with production from Jack Morton and PR by Red Havas.