A Cannes Lions 2022 Grand Prix winner case that I was fortunate to see unfold before me, through the creative team at Havas Middle East and the marketing team at Adidas DXB and Mena. I was the Client Service Director at Havas Middle East then.
Business Problem: Adidas trailed NIKE by 18% in Burkini sales.
Consumer Problem: 88% of UAE women feel uncomfortable in swimwear.
However, swimwear is judged outside the water but inside the water, you´re free from it.
Solution: We needed to show that Adidas allows you to go beyond judgment and change the conversation about inclusivity in swimming and swimwear around the world.
Consumer Goal: So that UAE women can experience freedom when swimming.
Business Goal: Helping Adidas increase the market share of Burkini by 12%
Havas Middle East
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