June 21st, 2022 By Craig Smith
adidas Liquid Billboard is the winner of the Outdoor Lion Grand Prix at this year’s Cannes Lions International Festival of Creativity in the Cultural Insight category.
Despite the MENA region being surrounded by beautiful beaches and pools, water activities have a limited appeal to women. adidas set out to change that by creating an inclusive, high performance swimwear collection that would appeal to the needs of all women in MENA regardless of shape, ability, or belief.
We helped introduce this new product to the world with a powerful outdoor activation that encouraged every woman in Dubai to become brand ambassadors for adidas’s new collection irrespective of their shapes, ethnicities, abilities, or religion. By physically diving in, each woman became part of the global conversation and helped to boost the confidence of other women across the region and the world.