GENDER & CULTURE
The idea evolved over time. From the outset, we didn’t want to get involved in superficial giveaways and overt sales tactics. We wanted to show real Saudi women that Nissan understood what the right to drive meant to them, and that we were there to support and empower them now and beyond June 2018. After all, this is simply the first step on the path to a brave, modern new society in Saudi Arabia. At first, with a real-time post and follow-up films, the idea was to simply show unequivocal support of the decree and what it stood for. Then we wanted to give women the chance to drive, for real, while at the same time, encouraging men to respect the decree. Finally, to normalize this decision for all men, we wanted to men to participate in the campaign and actively show their support.
Agency – TBWA/RAAD