Out-of-home ads are great – they don’t interrupt, they exist in the physical world and they usually freshen up the bleak concrete nightmares we inhabit.
So this week, I want to point you to a liquid billboard from Adidas designed to highlight inclusive swimwear. Yes, it is a billboard you can swim in, built-in Dubai.
Adidas has unveiled the world’s first liquid billboard following the recent debut of its inclusive swimwear collection.
The stunt highlights Adidas’s wider choice of technical apparel to athletes, encouraging women in particular to build their confidence by getting involved in sport.
The campaign, developed by Havas, is based on insights from a YouGov survey commissioned by the sports brand that reveals only 12% of women in the United Arab Emirates are completely comfortable wearing a swimsuit at a public beach or pool.
Body shame and lack of privacy are the two main reasons women do not feel comfortable in their swimsuits.
The activation – a swimming pool holding 11,500 gallons of water – was installed on one of Dubai’s most popular beaches. Reinforcing the brand’s global attempt to ensure that sport is welcoming for all, women in the vicinity were invited to take a public leap of faith and dive in.
Amrith Gopinath, senior brand director at Adidas, says: “Our belief is that nobody should be prevented from enjoying the benefits of being in and around the water, hence the recent launch of our diversified product offering for all women and our burkini collection.
“Each piece is also carefully crafted to ensure that additional fabric does not reduce a swimmer’s ability to move in the water. The range went through a detailed testing process with consumer groups across multiple regions to help find the perfect balance of fit, features, performance and coverage.”
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