Campaign Summary
In the Middle East, 88% of women don't feel comfortable swimming in public, which is 3 times higher than the world's average. Because for women in MENA, water represents judgements and restrictions, often fueled by media.
So, to launch adidas' new inclusive line and inspire women to embrace water with confidence, we turned media from a place of stereotypes into an inclusivity icon by celebrating women the way they've only seen celebrities and athletes being celebrated.
We designed and created the Liquid Billboard, the world's first swimmable media space, transforming a traditional billboard into an interactive media for...