I'm Possible Billboards
We called upon every woman in the city of Dubai to become the faces of a movement to inspire the whole region to change the perception of sports. Through social media, we invited them to share photos of what sports means to them along with their story of turning impossible into I’m possible every day. Every post shared, irrespective of the sport, was turned into billboards across the city in real-time. Each billboard in return became countless pieces of social content, starting conversations about making sports more inclusive across 25 countrie