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CANNES, France — Adidas’ “Liquid Billboard,” which aimed to make swimming more inclusive, won the Outdoor Grand Prix at the Cannes Lions festival on Monday.
Created by Havas Middle East in Dubai, 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. While it looked like a regular billboard, it was actually a large pool that people could dive into, with their swims visible and live streamed online.
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