When a brand champions women, it’s great. When a Middle Eastern brand champions women, it’s history being made. Havas Middle East and adidas MENA have created a user-generated OOH campaign for International Women’s Day, the next chapter of the brand’s Impossible is Nothing platform and the newest edition to its global I’m Possible campaign.
The campaign invited all women of the United Arab Emirates to submit a photo and an “I’m possible because…” statement to feature on digital billboards across the city, highlighting and celebrating their stories of seeing possibilities in sport and beyond.
The digital billboards, spread along Sheikh Zayed Road, Dubai’s main highway, feature inspirational women of Dubai who have made their impossible possible and are breaking down barriers on and off the pitch, court, track and field. Included on the billboards are adidas brand ambassadors, Raha Moharrak, Baraa El Sabbagh, Emmanuelle Bonham, Nouf AlAnzi, and former Emirati weightlifting champion,n Amna Al Haddad.
Participation in the UGC campaign is still open to all women from Dubai. The next set of billboards will go live during the final two weeks of March.
To feature on the billboard, women across the city are invited to:
- Post a photo on Instagram of themselves working out/playing sports anywhere across the city
- Complete the sentence I’M POSSIBLE BECAUSE ____________
- Include #ImpossibleIsNothing & #adidasDXB
- Tag @adidasdxb
The live billboards will also feature participants’ Instagram handles. The campaign is being supported in social, including Instagram:
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“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 focus this attitude so all women can make their impossible possible in sport and beyond. Our belief is that all women should be celebrated and their stories to be spotlighted and shared. We are increasingly seeing more women take up sport across the MENA region. It is our promise to tell their stories and open our platforms to them. We know how powerful role models are to encourage and inspire other females regionally, and globally,” stated Vicki Fitzsimons, senior director brand, adidas MENA.
