The Drum Awards for Marketing - Entry Deadline

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Client: Adidas
Date: Apr 2022
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In the latest chapter of Adidas’s ‘Impossible Is Nothing’ campaign, Havas Middle East has constructed a glow in the dark basketball court 250m above Dubai that features an illustration of Sudanese-British basketballer, poet and activist Asma Elbadawi.

Built using hundreds of LED lights, the larger-than-life activation sits on top of a 52-floor tower at the heart of man-made island The Palm.

In the 30-second spot, viewers see Elbadawi passionately speak about successfully overturning the International Basketball Federation’s (FIBA) ban on religious headgear in professional basketball.