ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Media Relations
Annual ID
OSA21_PR008M
Description
Globally, 32% of women don't feel comfortable swimming in public. In emerging markets, like South Asia, this number is even higher.
Driven by the belief that sport belongs to all, adidas began a movement of change to ensure that all bodies, had access to performance wear for the water and enjoy one of the most popular sports in the world – by mid-2021, the brand launched its first Full-Cover Swimwear Collection.
To launch the new collection, adidas introduced BEYOND THE SURFACE. A campaign that sparked a worldwide conversation about making swimming more inclusive for all women, irrespective of their shapes, ethnicities, abilities, or faiths.
Its hero piece is a film, informed by insights from around the world – celebrates the power of water and its ability to defy restrictions, brings renewal and accepts everyone unconditionally – by illustrating a poem from the spoken word-artist and sports inclusivity activist, Asma Elbadawiand also featuring 5 truly unique women breaking down their own barriers and embracing water.
The 5 women became the face of adidas’s new swimwear collection across social media, in-store, and other digital platforms across the world, and specially in South Asia.
We then turned what these 5 women stood for into something everyone could experience. By creating the world’s first Liquid Billboard and inviting every woman to become adidas ambassadors by just diving in.
Every woman’s experience of overcoming their inhibitions was transformed into personalized posters in real time and live streamed on the city’s largest digital display.
With conversations in over 50 countries across 6 continents, the campaign continues encourage more women to find their comfort in water and embrace that they are all so much more beyond the surface.
The campaign has reached +300M people around the world, was covered in articles across more than 50 countries, generated millions of dollars in earned media and helped the brand to achieve its sales targets in just a few weeks.
Driven by the belief that sport belongs to all, adidas began a movement of change to ensure that all bodies, had access to performance wear for the water and enjoy one of the most popular sports in the world – by mid-2021, the brand launched its first Full-Cover Swimwear Collection.
To launch the new collection, adidas introduced BEYOND THE SURFACE. A campaign that sparked a worldwide conversation about making swimming more inclusive for all women, irrespective of their shapes, ethnicities, abilities, or faiths.
Its hero piece is a film, informed by insights from around the world – celebrates the power of water and its ability to defy restrictions, brings renewal and accepts everyone unconditionally – by illustrating a poem from the spoken word-artist and sports inclusivity activist, Asma Elbadawiand also featuring 5 truly unique women breaking down their own barriers and embracing water.
The 5 women became the face of adidas’s new swimwear collection across social media, in-store, and other digital platforms across the world, and specially in South Asia.
We then turned what these 5 women stood for into something everyone could experience. By creating the world’s first Liquid Billboard and inviting every woman to become adidas ambassadors by just diving in.
Every woman’s experience of overcoming their inhibitions was transformed into personalized posters in real time and live streamed on the city’s largest digital display.
With conversations in over 50 countries across 6 continents, the campaign continues encourage more women to find their comfort in water and embrace that they are all so much more beyond the surface.
The campaign has reached +300M people around the world, was covered in articles across more than 50 countries, generated millions of dollars in earned media and helped the brand to achieve its sales targets in just a few weeks.
2021 Awards
Total Points: 2
Merit Award
Credits
Agency
Havas Middle East / Dubai
PR / Marketing Agency
Red Havas Middle East / Dubai
Production Company
La Cosa / Madrid
Jack Morton / Dubai
Art Director
Michele De Iuliis
Jonathan Cruz
Rodrigo Nakaza
Creative Director
Karim Sherif
Director
Caballo Pistola
Executive Creative Director
Joao Medeiros
Executive Producer
Myriam Khoury
Strategy Director
Adrian Mutescu
Account Manager
Justine Dib
Associate Creative Producer
Ruth Newman
Communications Director
Razam Karim
Communications Executive
Salma Malaeb
Content Creator
Ahmad Raslan
Content Manager
Moataz Safar
Director Brand Communications & Sport Marketing MENA
Paul O'Connor
General Manager, Havas Creative
Fabio Silveira
Head of Growth
Carlos Nadal
Project Assistant
George Gordon
Senior Director Brand adidas MENA
Amrith Gopinath
Senior Manager Brand Communications Emerging Markets
Arjun Saraswat
VP Brand adidas Emerging Markets
Arnaud JeanGirard
VP, Director of Production
Claire Buttler
Related Awards
