The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Spatial Design / Experiential & Immersive
Annual ID
OS22_DE028S
About the Work
Insight:
32% of women in the world don’t feel comfortable swimming in public.
In the Middle East, that number rises to 88%.
Idea:
The world’s first swimmable billboard. Made to encourage every woman in Dubai to become ambassadors of adidas’s new inclusive swimwear collection, irrespective of their shapes, ethnicities, abilities or religion.
By physically diving in, each woman became part of the global conversation.
Execution:
The 5-meter high and 3-meter deep that doubles as a fully usable swimming pool capable of holding 11500 gallons of water, was built in less than three weeks.
The structure was fitted with special underwater cameras that transformed every woman’s experience into personalized adidas posters, and live-streamed every dive on the city’s largest digital display at Dubai Mall.
Women who’ve only seen athletes and models on billboards, saw themselves celebrated the same way. Breaking down personal and societal barriers to finding their confidence in water.
Results:
Within a week, the billboard started a global conversation about inclusivity in swimming across more than 50 countries.
350 million total reach
$6 million earned media
60+ countries across 6 continents
32% of women in the world don’t feel comfortable swimming in public.
In the Middle East, that number rises to 88%.
Idea:
The world’s first swimmable billboard. Made to encourage every woman in Dubai to become ambassadors of adidas’s new inclusive swimwear collection, irrespective of their shapes, ethnicities, abilities or religion.
By physically diving in, each woman became part of the global conversation.
Execution:
The 5-meter high and 3-meter deep that doubles as a fully usable swimming pool capable of holding 11500 gallons of water, was built in less than three weeks.
The structure was fitted with special underwater cameras that transformed every woman’s experience into personalized adidas posters, and live-streamed every dive on the city’s largest digital display at Dubai Mall.
Women who’ve only seen athletes and models on billboards, saw themselves celebrated the same way. Breaking down personal and societal barriers to finding their confidence in water.
Results:
Within a week, the billboard started a global conversation about inclusivity in swimming across more than 50 countries.
350 million total reach
$6 million earned media
60+ countries across 6 continents
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Havas Middle East / Dubai
PR / Marketing Agency
Red Havas Middle East / Dubai
Production Company
Jack Morton / Dubai
Art Director
Jonathan Cruz
Rodrigo Nakaza
Creative Director
Anshuman Bhattacharya
Executive Creative Director
Joao Medeiros
Photographer
Ahmed Raslan
Strategist
Adrian Mutescu
Account Manager
Justine Dib
Associate Creative Producer
Ruth Newman
Case Study Color Grader
Burn Color Grading
Case Study Editor / Motion Graphics
João Paulo Xavier
Case Study Music Production/SFX
Vox Haus
Communication Director
Razan Karim
Communication Executive
Salma Malaeb
Content Manager
Moataz Safar
Data & analytics Manager
Ozge Gulerman
Director Brand Communications & Sport Marketing MENA
Paul O'Connor
General Manager
Fabio Silveira
Head of Growth
Carlos Nadal
Head of Social Media
Alessandro Candotti
Manager Marketing Operations MENA
Giovanna Altomare
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 Butler
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