Liquid Billboard
Brand: AdidasAgency: Red Havas Middle East Dubai2022FilmVideo · YouTube
The idea
Build a swimmable billboard where women can see and experience inclusive swimwear in public.
Timeless principle
Turn the medium into the experience being promoted.
Why it works
The transparent pool makes participation, product and message visible in one structure. Rather than claiming swimming belongs to everyone, Adidas creates a place where that claim can be tested. The billboard works because people can enter it.
