Liquid Billboard

Insight

32% of women around the world feel uncomfortable swimming in public. In the Middle East, It’s 88%.

Idea

Create the world's first swimmable billboard in Dubai, encouraging every woman in the city to dive in and become ambassadors for its new inclusive swimwear collection, regardless of their shape, ethnicity or ability.

Execution

A tactical OOH placement on the beach that acts as a billboard that you can swim in.

Notes

The context behind this is super interesting and powerful. Great idea.