Havas Curates ‘Liquid Billboard’ in Dubai Dr Adidas’ ‘Beyond the Surface’ Message

Industry Watch | July 14, 2021 | News

Havas Group Adidas

Sports brand adidas unveiled what is billed as the world’s first ‘liquid billboard’ in Dubai on 24 June 2021, in line with the brand’s recent debut of its inclusive swimwear collection.

The campaign was executed by Havas Middle East along with Havas Creative and Red Havas.

The ‘billboard’ was the front of a transparent swimming pool five meters high and three meters deep with 11,500 gallons of water, set up at a popular beach. Women were invited to jump into the ‘liquid billboard’, participate in the campaign to underline how water embraces all women regardless of shape, ability, race, or religion. This was in continuation of the brand’s ‘Beyond the surface’ campaign launched earlier in June (below) featuring spoken word-poet and sport inclusivity activist Asma Elbadawi.

Footage from inside the billboard was streamed to the city’s largest digital display, helping emphasise that the water is a place where we are all accepted and free and further drive the brand’s messaging around making the future of sport more inclusive for all.

Amrith Gopinath, Senior Brand Director, adidas GCC (Saudi Arabia, Kuwait, UAE, Qatar, Bahrain and Oman), said, “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.”

Launching the campaign were adidas ambassador and amputee triathlete Dareen Barbar and adidas ambassador Raha Moharrak, the first Saudi Arabian female to climb Mount Everest, who dived into the ‘liquid billboard’.

Women across the city were invited to jump into the liquid billboard, participate in the campaign, and celebrate how water embraces all women regardless of shape, ability, race, or religion.

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