THE BACKGROUND
Adidas has long been an activist in the fight against water pollution,
but despite the awareness, it simply wasn’t enough to clean out our oceans.
So they took their plight to the big screen, and challenged the runners
of Dubai to an interactive running challenge to clean up the oceans.
THE IDEA
Taking over one of the most prominent locations in the city, we brought the deep sea to Downtown Dubai. Using 3D out-of-home, we used the biggest digital screen in the city to mimic an ocean wave, filled with just as much plastic as the deep sea. The only way to clean it up? Run. For every 10 minutes ran by the people of Dubai, one bottle was cleaned up from the wave, representing real plastic removed from the ocean by the initiative, showcasing the real life impact of their collective action.
THE RESULTS
In less that two weeks, every plastic bottle in the virtual wave was cleaned up, proving that the power to change the world for the better was in your hands, or rather feet.
