ETHYLENE MIDDLE EAST CONFERENCE & EXHIBITION
ETHYLENE MIDDLE EAST CONFERENCE & EXHIBITION
ADIDAS
2019
BRIEF
Through an ad series, get girls engaged with sport - focusing on one of those that needs the greatest shift - tennis swimming, rugby, weightlifting, hockey and boxing. Focus on mental or physical barriers that prevent girls from getting onto or staying on the fields, courts and pitches.
TARGET AUDIENCE
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14-19 year old girls
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Amateur to future professional athletes living in a key city with access to Adidas
RESEARCH
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Women have lack of access and safety and face transportation issues, social stigma and decreased quality of experience.
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Less to none positive role models in media and elsewhere.
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It starts at home, and hence parents of girls under the age of 21 are an important target audience to consider.
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Some of the best ways to encourage female involvement in sports: celebrity endorsement, support from family members, focus on female empowerment.
THE IDEA
In this assignment, I have chosen to focus on the concept of Female Empowerment. As a prominent global brand, our primary message is to inspire teenage girls to participate in sports and feel empowered through captivating advertisements.
According to Gulf News (2017), a few encouraging words can demonstrate that women can excel in such endeavors. I selected Female Empowerment because I believe that now, more than ever, girls need frequent reminders of their inherent power and capabilities.
MEDIA CHOSEN
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Billboards (Sheikh Zayed Road, Al Khalil Road)
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Instagram Ads
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Facebook Ads
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Magazines (Full/Half Page Ads)