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Havas Middle East has won the Loeries 2021 Grand Prix for Out of Home Outdoor Media for its adidas Liquid Billboard. The awards covering work from Africa and the Middle East recognized the campaign as the region’s only Grand Prix winner, another achievement for the agency on the heels of its recent Cresta GP award.
The adidas Liquid Billboard also won 2x Gold (Outdoor Media and PR), 2x Silver (Integrated Campaign and Live Communications), 1x Bronze (Media Innovation) and a Craft Certificate (OOH Craft).
The LEGO News Rebuilt won 1x Gold (Tactical use of Print) and 1x Bronze (Media Innovation).
In total, Havas Middle East won 9 Loeries.
To promote its inclusive new swimwear collection, and to address the insight that 88% of women in the Middle East don’t feel comfortable swimming in public, adidas and Havas Middle East launched the world’s first swimmable billboard created to give every woman in Dubai an opportunity to find confidence in water and become an adidas ambassador.
As for the LEGO Saudi Stores News Rebuilt campaign, the story revolved around Saudi Arabia National Day, where within a matter of hours of KSA’s largest newspaper releasing its special edition, Havas Middle East helped LEGO release its own version featuring the same news articles, but with every photograph and visual element rebuilt completely out of LEGO.
“The Loeries are a great recognition, and the region’s only GP this year is an even bigger reason to be proud. The Middle East is the place to be in the industry nowadays and Havas’ contribution to the creative momentum of a region known for its innovative ideas is an amazing story to tell,” commented the creative team.
