Havas Middle East Wins Region’s Only Grand Prix at Loeries 2021 Awards

Havas Middle East has won the Loeries 2021 Grand Prix for Out of Home Outdoor Media for its Adidas Liquid Billboard.

The awards covering work from Africa and the Middle East recognized the campaign as the region’s only Grand Prix winner.

To launch its inclusive swimwear collection, and to address the insight that 88% of women in the Middle East don’t feel comfortable swimming in public, Adidas and Havas Middle East launched the world’s first swimmable billboard created to give every woman in Dubai an opportunity to find confidence in the water and become an Adidas ambassador.


The Adidas Liquid Billboard also won two Golds in Outdoor Media and PR, two Silvers in Integrated Campaign and Live Communications, one Bronze in Media Innovation, and a Craft Certificate in OOH Craft.


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