German sportswear giant adidas expanded its international, female-focused ‘I’m Possible’ campaign in the Middle East through a personalised outdoor campaign in Dubai which gives local women an opportunity to star in billboard ads and to make their own ‘impossible possible’.
The Dubai OOH phase of ‘I’m Possible’, a campaign which launched in February and which aims to champion and publicise the strength of women in sport and outside of it, will run through until the end of March.
The billboard creative was created via consumer-supplied, user-generated content mechanic which aimed to give all women in the UAE an opportunity to appear on giant digital billboards across the city in a broad OOH strategy.
It was centered around a set of large digital outdoor sites located on Sheikh Zayed Road (Dubai’s main central highway) and the executions initially featured adidas regional brand ambassadors Raha Moharrak (climber), Baraa El Sabbagh (personal trainer), Emmanuelle Bonham (fitness trainer), Nouf AlAnzi (footballer) and Amna Al Haddad (weightlifter).
The OOH posters were supported by matching social media posts.
The first phase aimed not just to showcase these leading elite female regional sports stars, but also aimed to engage women from across Dubai who have ‘made their own impossible possible’ and inspire these everyday, ordinary citizens who are breaking grassroots barriers off the pitch, track and field to submit their own dynamic images via social media to be considered to appear in the phase two series of billboards which will go up around Dubai during the final two weeks of March.
Those who want to enter for a chance appear on the posters are invited to follow a simple, three-step mechanic:
> Step One: Post a photo on Instagram of themselves exercising or playing sports anywhere in the city alongside their own completed version of the campaign phrase that starts ‘I Am Possible Because…’.
> Step Two: Include the #ImpossibleIsNothing and #adidasDXB hashtags in the post
> Step Three: Tag the post @adidasdxb.
Billboard Girl
SZR#impossibleisnothing #adidasmena #adidasdxb https://t.co/2pw3d9E4Ld pic.twitter.com/K7Hp7kurYd— Enas Ashry (@eno_ashry) February 27, 2022
“’Impossible Is Nothing’ is our brand attitude, the essence of who we are and what we stand for. Driven by our spirit of rebellious optimism, this season we bring this attitude into focus so that all women can make their impossible possible in sport and beyond. We believe that all women should be celebrated and their stories should be highlighted and shared,” commented Adidas MENA Senior Brand Director Vicki Fitzsimons. “More and more women are playing sports in the Middle East and North Africa region. We are committed to telling their stories and opening our platforms to them. We know how powerful they are. role models are in uplifting and inspiring other women regionally and globally.”
In its commitment to women, adidas is determined to continue its mission to effect real change in the world of sport and in society at large. Therefore, Impossible is Nothing will launch significant new product innovations, increase its support for established and emerging athletes, and offer new grassroots programs.
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This regional initiative follows on from the international launch phase of ‘I’m Possible’ which debuted in February.
Sitting within the Adidas long-running, global ‘Impossible Is Nothing’ brand platform, the Dubai out of home local strand sought to put female athletes and women’s sport front and centre in the United Arab Emirates.
This campaign follows on from adidas’ award-winning ‘Beyond The Surface’ liquid billboard in Dubai in mid 2021.
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