GENDER, SOCIETY & CULTURE
To promote the card, we didn’t do a standard promotional or traditional campaign talking about how the card is good for women. We brought the card’s promise of being ‘unique to every woman’ by creating the FIRST OUTDOOR CAMPAIGN IN SAUDI ARABIA WITH WOMEN ON IT, without breaking any of the rules.Through the use of connected mobile technology, integrated with the outdoor MUPIs, we made every woman a star of an ad, that was personalized to them (just like the card that was personalized to their needs, wants and aspirations).
Agency – FP7/RUH
CREATIVITY NATIONSBEYONDCLICHES SAUDI ARABIA FP7/RUH GENDER EQUALITY LOVEANDLOBBY