The unique ‘Liquid Billboard’ created on a Dubai beach by Havas Middle East as a brand activation to encourage women of varied backgrounds to take to swimming won the prestigious Outdoor Grand Prix at the Cannes Lions festival on June 20. 

As reported in the AdWeek, “The outdoor activation promoted Adidas’ inclusive swimwear collection and addressed the 32% of women globally who say they don’t feel comfortable swimming in public.”

The installation was a large transparent pool that people could dive into, “with their swims visible and live streamed online”.