2021 Social & Influencer

WATCH US MOVE / BEYOND THE SURFACE

Short List
TitleWATCH US MOVE / BEYOND THE SURFACE
BrandADIDAS
Product/ServiceADIDAS SWIM
Category D04. Social Behaviour
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 Copywriting (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
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

Why is this work relevant for Social & Influencer?

The film that started with celebrating 5 unique women and their journeys to find confidence in water spread to represent women of all shapes, ethnicities, abilities and faiths across the region and the world. Personal testimonials of each of the 5 women we released on social media following the success of the launch film. Inspiring key influencers and opinion leaders everywhere to share their own experiences and stories. Turning the campaign into the beginning of a global conversation about making swimming more inclusive.

Background

Globally, 32% of women don't feel comfortable swimming in public. In the middle East and several parts of Eastern Europe, this number is three times higher.

Describe the creative idea (30% of vote)

To launch the new collection, adidas introduced BEYOND THE SURFACE. A campaign that sparked a worldwide conversation about making swimming more inclusive for all women, irrespective of their shapes, ethnicities, abilities, or faiths. For once, the woman of the city saw themselves the way they have always seen professionals and athletes being celebrated.

Describe the strategy (20% of vote)

Driven by the belief that sport belongs to all, adidas began a movement of change to ensure that all bodies, had access to performance wear for the water and enjoy one of the most popular sports in the world – by mid-2021, the brand launched its first Full-Cover Swimwear Collection.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

300M total reach +$1.5M earned media 45% View Through Rate vs industry average of 2% 17.7% engagement rate on social media 70% sell through rates in just the first 4 weeks across flagship stores

Please tell us about the social behaviour that inspired the work

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.