The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Out of Home

Liquid Billboard

Agency Havas Middle East / Dubai + Jack Morton / Dubai

Client adidas


Experiential & Installations / Brand Installations

Annual ID


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

2022 Awards

Total Points: 21



Havas Middle East / Dubai

PR / Marketing

Red Havas Middle East / Dubai

Production Company

Jack Morton / Dubai

Creative Director

Anshuman Bhattacharya

Executive Creative Director

Joao Medeiros


Ahmed Raslan


Adrian Mutescu

Account Manager

Justine Dib

Associate Creative Producer

Ruth Newman

Case Study Color Grader

Burn Color Grading

Case Study Editor/motion graphic

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 and 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


Share To

Related Awards





Follow Us