Outdoor
Liquid Billboard
Adidas · 2021
- Agency
- Havas Middle East
- Campaign
- Liquid Billboard
Analysis
Adidas built a transparent swimming pool as a billboard for inclusive swimwear. The illuminated structure makes a swimmer part of the outdoor ad.
Physical demonstrationParticipation
Why it worked
The pool gives the campaign a literal surface for its message. A participant supplies the image instead of a fixed photograph.
Lesson
Let the medium demonstrate the product's purpose.