FINA WORLD SWIMMING CHAMPIONSHIP
Abu Dhabi is founded on a tradition of pearl diving. Pearl divers in the region can hold their breath underwater for as long a 7 minutes. This fact, coupled with the swimmer’s maxim of ‘If you think your sport is hard, try doing it while holding your breath’, combined to create this campaign for the Abu Dhabi FINA World Swimming Championship. Streams of pearls thread around action shots of swimmers with the end-line: “It’s Breath Taking.”
