{"id":8129,"date":"2022-07-05T08:14:07","date_gmt":"2022-07-05T13:14:07","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=8129"},"modified":"2022-07-05T08:14:07","modified_gmt":"2022-07-05T13:14:07","slug":"una-enorme-piscina-convertida-en-valla-publicitaria-la-idea-de-adidas-en-dubai-que-triunfa-en-cannes-lions","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/una-enorme-piscina-convertida-en-valla-publicitaria-la-idea-de-adidas-en-dubai-que-triunfa-en-cannes-lions\/","title":{"rendered":"Una enorme piscina convertida en valla publicitaria: la idea de Adidas en Dubai que triunfa en Cannes Lions"},"content":{"rendered":"<h2 class=\"intro\">&#8216;Liquid Billboards&#8217;, la original acci\u00f3n de Adidas en Dubai le ha valido el Grand Prix en la categor\u00eda de Outdoor, siendo una de las primeras marcas que logra el galard\u00f3n.<\/h2>\n<div class=\"post-cn\">\n<p><strong>Adidas\u00a0<\/strong>obtuvo ayer su primer\u00a0<strong>Grand Prix en el festival Cannes Lions<\/strong>\u00a0<strong>2022<\/strong>. La marca deportiva arras\u00f3 en la categor\u00eda\u00a0<strong>Outdoor\u00a0<\/strong>y se llev\u00f3 el m\u00e1ximo galard\u00f3n por su campa\u00f1a \u2018<strong>Liquid Billboards\u2019.<\/strong><\/p>\n<p>El objetivo de esta campa\u00f1a, creada de la mano de\u00a0<strong>Havas Middle East Dubai,\u00a0<\/strong>era presentar la nueva colecci\u00f3n de trajes de ba\u00f1o inclusiva tratando de\u00a0<strong>dar visibilidad a las mujeres<\/strong>\u00a0en los pa\u00edses \u00e1rabes. De hecho, esta el origen de esta acci\u00f3n se sit\u00faa en un estudio realizado por YouGov que se\u00f1ala que \u00fanicamente el\u00a0<strong>12% de las mujeres Emiratos \u00c1rabes Unidos \u00abse sienten completamente c\u00f3modas\u00bb\u00a0<\/strong>cuando visten un ba\u00f1ador en una playa o piscina p\u00fablica.<\/p>\n<p>Por ello, para animar a las mujeres a empoderarse y\u00a0<strong>deshacerse de complejos<\/strong>,\u00a0Adidas coloc\u00f3 una<strong>\u00a0valla publicitaria muy especial\u00a0<\/strong>en una famosa playa de Dub\u00e1i. Aunque ten\u00eda el aspecto de valla exterior de lo m\u00e1s normal, en realidad era una<strong>\u00a0gran piscina en la que la gente pod\u00eda zambullirse.<\/strong><\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">https:\/\/youtu.be\/I7XZlvBjmtc<\/div>\n<\/figure>\n<p>As\u00ed,\u00a0<strong>mujeres de diversos or\u00edgenes y con distintos cuerpos fueron las protagonistas de esta acci\u00f3n\u00a0<\/strong>(en lugar de las atletas o modelos que suelen aparecer en los anuncios de marcas deportivas).<\/p>\n<p>\u00abCreemos que a nadie se le debe impedir que disfrute de los beneficios de estar dentro y alrededor del agua, de ah\u00ed el reciente\u00a0<strong>lanzamiento de nuestra\u00a0oferta diversificada de productos<\/strong>\u00a0para todas las mujeres\u00a0y nuestra colecci\u00f3n de burkinis\u00bb, apunt\u00f3 entonces\u00a0<strong>Amrith Gopinath, directora senior de marca de Adidas.<\/strong><\/p>\n<p>Gopinath explic\u00f3 tambi\u00e9n que cada prenda fue cuidadosamente elaborada para\u00a0garantizar que la tela adicional no impidiese al nadador moverse adecuadamente en el agua.<\/p>\n<p>Esta original creatividad exterior de Adidas ha merecido el\u00a0<strong>reconocimiento del jurado de Cannes Lions<\/strong>\u00a0y se ha hecho con el\u00a0<strong>Grand Prix de Outdoor en la primera jornada<\/strong>. Estas son otras de las campa\u00f1as que tambi\u00e9n han destacado en la categor\u00eda de publicidad exterior.<\/p>\n<h2>Oros en la categor\u00eda Outdoor<\/h2>\n<ul>\n<li>\u2018Better With Pepsi\u2019, de ALMA DDB Miami para Pepsi (EEUU)<\/li>\n<li>\u2018The Art of Stealing\u2019, de GONG Gliwice + NETFLIX Amsterdam para Netflix (Poland \/ The Netherlands)<\/li>\n<li>\u2018Scratchboards\u2019, de DAVID Madrid para Activision (Spain)<\/li>\n<li>\u2018Liquid Billboard\u2019 de Havas Middle East Dubai para Adidas<\/li>\n<li>\u2018The Refugee Jatoba\u2019 de Africa DDB para Institutional (Brazil)<\/li>\n<li>\u2018The Art of Self Examination\u2019, de DAVID Buenos Aires para MACMA (Argentina)<\/li>\n<li>\u2018Nonartificial Mexico\u2019 de We Believers para Burger King (US)<\/li>\n<li>\u2018Wilmore Funeral Home\u2019 de BooneOakely para Starmed Healthcare (US)<\/li>\n<li>\u2018Flags of Generosity\u2019 de Ogilvy Singapore &amp; Malaysia para Cadbury Dairy Milk (Singapur \/ Malasia)<\/li>\n<li>\u2018Plastic Fishing Tournament\u2019 de We Believers para Corona Beer (US)<br \/>\nFuente: https:\/\/www.marketingdirecto.com\/especiales\/cannes-lions\/campana-adidas-dubai-triunfa-cannes-lions<\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>&#8216;Liquid Billboards&#8217;, la original acci\u00f3n de Adidas en Dubai le ha valido el Grand Prix en la categor\u00eda de Outdoor, siendo una de las primeras marcas que logra el galard\u00f3n. Adidas\u00a0obtuvo ayer su primer\u00a0Grand Prix en el festival Cannes Lions\u00a02022. La marca deportiva arras\u00f3 en la categor\u00eda\u00a0Outdoor\u00a0y se llev\u00f3 el m\u00e1ximo galard\u00f3n por su campa\u00f1a [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":8130,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-8129","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Una enorme piscina convertida en valla publicitaria: la idea de Adidas en Dubai que triunfa en Cannes Lions | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/una-enorme-piscina-convertida-en-valla-publicitaria-la-idea-de-adidas-en-dubai-que-triunfa-en-cannes-lions\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Una enorme piscina convertida en valla publicitaria: la idea de Adidas en Dubai que triunfa en Cannes Lions | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"&#8216;Liquid Billboards&#8217;, la original acci\u00f3n de Adidas en Dubai le ha valido el Grand Prix en la categor\u00eda de Outdoor, siendo una de las primeras marcas que logra el galard\u00f3n. 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