1 x Grand Prix

1 x Gold

4 x Silver

1 x Bronze

6 x Shortlists

1 x Grand Prix 1 x Gold 4 x Silver 1 x Bronze 6 x Shortlists

1 x Grand Prix

1 x Silver

1 x Bronze

1 x Grand Prix 1 x Silver 1 x Bronze

1 x Bronze

1 x Bronze

2 x Bronze

2 x Bronze

1 x Grand Prix

1 x Silver

2 x Bronze

1 x Grand Prix 1 x Silver 2 x Bronze

1 x Silver

1 x Silver

At the beginning of 2021, we got the incredible chance to work on Adidas’ launch of its Full-Cover Swimsuit Collection.

It was immediately clear that this was a big deal as it’s been designed for those who - whether for personal choice or cultural reasons - otherwise face limited performance options.

Still in 2021, only 12% of women are completely comfortable wearing a swimsuit at a public beach or pool (YouGov 2021 survey). Body shame and lack of privacy are the two main reasons women don’t feel comfortable in their swimsuits.

Additionally, 59% of women aged 18-42 in the United Arab Emirates agree or strongly agree that the “media creates an unattainable body image for female swimmers” and only one quarter of women of women surveyed rate the availability of modest and size inclusive swimwear ranges as excellent.

Through the Beyond the Surface campaign we wanted to celebrate how water accepts everyone unconditionally, so we created opportunities for real women to share their stories. We started by partnering with 5 unique women, giving them a platform to break down barriers and inspire others through film.

The film, produced by Lacosa and directed by Georgette Pascual, was based on a poem, written by poet and inclusivity activist Asma Elbadawi.

The 5 women became the face of the new swimwear collection across social, in-store and e-commerce.

In Dubai, we created the world's first Liquid Billboard as a platform that invited every woman to become an Adidas ambassador, empowering participants to create content and share their experiences with a global audience.

We elevated every participant into a content creator, turning their personal experiences into individualized posters and giving them visibility on Dubai's largest digital display, reaching millions across the region.

We collaborated with key influencers and content creators, providing them with unique water-reveal invites that enabled them to generate authentic content and expand the conversation across their communities.

By providing the creative framework and platforms, we enabled dozens of women, from professional content creators to everyday individuals, to tell their stories, build their personal brands, and reach audiences they'd never accessed before.

The celebration of women and their freedom in water continued across all flagship stores.

With +$300 million total reach, +$6 million gross media value and reaching 50+ countries across 6 continents, this campaign demonstrated the power of enabling creators and providing platforms for underrepresented voices. The collaboration with Die Zwei and the different teams at Adidas in India, Germany, France and Dubai showcased how facilitating connections between brands, creators, and communities can drive global impact. As part of an incredible creative team, we were able to coordinate these partnerships and ensure every participant, from film subjects to influencers to everyday women, had the tools and opportunities to amplify their voices and create meaningful content.

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