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Adidas: Liquid Billboard by Havas Middle East

Client: Adidas
Date: Jul 2021
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Adidas wants more women to embrace the waters, regardless of their shape, ability, or religion, and benefit from the mental and physical benefits that come with it. The sports brand first invited women to swim back in June when it brought out 'Beyond the Surface' - a film that featured a poem from a spoken word poet and sports inclusivity activist Asma Albadawi.

Now, to get more women to test the waters, it has erected a liquid billboard in Dubai. Billed as a 'first-of-its-kind stunt, the 5-meter high swimming pool holds 11,500 gallons of water (163 bathtubs). Ladies who visited Dubai's popular beach are invited to take a leap of faith and dive 'beyond the surface'.

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