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Category
User-Generated Content
Annual ID
OS23_SM070M
About the Work
This was a campaign that used sports entertainment to change the perception of who belongs in the world of sports. Starting with a social media movement that became real-time billboards across an entire city. Challenging the conventional portrayal of women in sports.
88% of women in the Middle East believe that sports is not meant for them. Being raised in communities that don't encourage women to pursue sports after a certain age and label those who do as not feminine enough, has led to this mindset. Adding to this perception, most sports advertising has always featured athletes or models who have driven a particular stereotype of the kind of women who belong in the world of sports.
We called upon every woman in the city of Dubai to become the face of a movement to inspire the whole region to change the perception of sports.
Through social media, we invited them to share photos of what sports means to them along with their story of turning impossible into I’m possible every day.
Every post shared, irrespective of the sport, was turned into billboards across the city in real-time. Each billboard in return became countless pieces of social content, starting conversations about making sports more inclusive across 25 countries.
+250M total reach
Covered in over 25 countries
+100 billboards across Dubai
2023 Awards
Total Points: 3
Merit
Credits
Agency
Havas Middle East / Dubai
PR / Marketing Agency
Red Havas Middle East / Dubai
Media Distribution Company
Mediacom / Dubai
Art Director
Irina Siraeva
Michele De Iuliis
Creative Director
Anshuman Bhattacharya
Serena Abi Aad
Executive Creative Director
Joao Medeiros
Strategist
Adrian Mutescu
Anna Sadykova
Account executive
Ashraf Jihad
Account Manager
Mia Moussa
Brand Communications Manager
Amanda Kobeissi
Case study audio
Vox Haus / Sao Paulo
Client Services Director
Joao Ruas
Communications Director
Razan Karim
Communications Executive
Salma Malaeb
Director brand communications and sport
Paul O'Connor
General Manager
Fabio Silveira
Manager Newsroom + PR
Chris Smith
Marketing manager
Tanya Kassab
Media Director
Ross Molloy
Senior Director Brand adidas MENA
Vicki Fitzsimons
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