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2019 One Show - Public Relations

#SheDrives

Agency TBWARAAD / Dubai U.A.E. + OMD / Dubai

Client Nissan Saudi Arabia

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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

Executive Creative Director

Manuel Borde
Fouad Abdel Malak

Sound Designer

Mohammad Hamdan

Account Team

Fadi Awada
Ghassan Kassabji
Benjamin Schwartz

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