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Category
Current Event Response
Annual ID
OS_PR19077M
About the Work
In late September a historic royal decree granted women the right to drive in Saudi Arabia. Yet after years of religious rhetoric, many Saudi men still felt reluctant to support women’s right to driving. It was an unprecedented opportunity for Nissan – a brand which stands for making the innovation and excitement of driving accessible to all. Nissan set out to normalise the idea of women driving to all men in KSA, and in so doing, give women the confidence to get behind the wheel. Nissan Saudi Arabia seized the opportunity by creating a campaign that generated locally relevant, reactive, share-worthy content that not only mobilised the majority of open-minded Saudi men but also challenged the highly vocal conservative minority, who were reluctant to give their support. The result was a fundamental shift in the attitudes and behaviors of men and women in KSA around the topic of women driving.
2019 Awards
Total Points: 2
Merit
Credits
Agency
TBWARAAD / Dubai U.A.E.
Production Company
Made in Saudi / Saudi Arabia
Media Distribution Company
OMD / Dubai
Art Director
Federico Mariani
Chief Creative Officer
Walid Kanaan
Director
Jack Eliott
Editor
Anthony Chamoun
Executive Creative Director
Manuel Borde
Fouad Abdel Malak
Producer
Rouba Asmar
Abboud Ayyach
Yara Bdeir
Sound Designer
Mohammad Hamdan
Strategist
Vishal Badiani
Garett Olexiuk
Writer
Alberto Triana
Account Team
Fadi Awada
Ghassan Kassabji
Benjamin Schwartz
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