WATCH US MOVE / BEYOND THE SURFACE

TitleWATCH US MOVE / BEYOND THE SURFACE
BrandADIDAS
Product/ServiceADIDAS SWIM
Category A01. Direction
Entrant HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Idea Creation HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
PR HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production LA COSA DE LAS PELICULAS Barcelona, SPAIN
Credits
Name Company Position
Fabio Silveira Havas Middle East General Manager
Joao Medeiros Havas Middle East Executive Creative Director
Anshuman Bhattacharya Havas Middle East ACD / Copywriter
Michele De Iuliis Havas Middle East Art Director
Karim Sherif Havas Middle East Copywriter (Arabic)
Nicholas Bristow Havas Middle East Copywriter
Nagat Idris Havas Middle East Copywriter (Arabic)
Carlos Nadal Havas Middle East Head of Growth
Justine Dib Havas Middle East Account Manager
Razan Karim Red Havas Middle East Communications Director
Salma Malaeb Red Havas Middle East Communications Executive
Myriam Khoury La Cosa Executive Producer
Caballo Pistola La Cosa Director (Film)
Arnaud JeanGirard adidas VP Brand adidas Emerging Markets
Amrith Gopinath adidas Senior Director Brand adidas MENA
Paul O'Connor adidas Director Brand Communications and Sport Marketing MENA
Arjun Saraswat adidas Senior Manager Brand Communications Emerging Markets
Giovanna Altomare adidas Manager Marketing Operations MENA

Write a short summary of what happens in the film

The film is a manifesto for women everywhere, reminding them that irrespective of their shapes, ethnicities, abilities and faiths, they are all more beyond the surface and that they should all feel confident in water. To bring this message to life, we started with bringing onboard Asma Elbadawi, an activist and poet known for changing the rules of basketball to make wearing a hijab in professional games legal. An inspiring poem by her was used as the basis for the film that celebrated 5 truly unique women including Asma, who had all spent their whole life struggling with finding the confidence to swim in public. The film launched adidas's new inclusive swimwear collection by sparking conversations about making swimming more inclusive in over 50 countries across 6 continents.

Cultural / Context information for the jury

Globally 32% of women don't feel comfortable swimming in public. In the Middle East and several parts of eastern Europe, that number is three times higher. Several factors contribute to the discomfort women in these regions have with stepping into water bodies like swimming pools or public beaches. - The society they grow up in not being supportive of swimming being an activity that is appropriate for women. - Public pools being places where they feel exposed and uncomfortable around others. - Most swimwear being designed for progressive women with picture-perfect bodies. - Women only seeing athletes and professionals in sports advertising.