First Women-only Navigational Rally in the Middle East
Agency: Serviceplan Middle East
Description
Jameel Motorsport, part of Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in Saudi Arabia since 1955, has captured global attention with a groundbreaking international media campaign for Rally Jameel — the first women-only navigational rally in the Middle East.
Taking over prime advertising locations from New York’s Times Square and London’s Piccadilly Circus to the lights of Las Vegas, the campaign spotlighted Saudi Arabia’s rapid progress in women’s empowerment.
Boldly carrying the message “First Women-only Navigational Rally in the Middle East”, the campaign sparked intrigue and admiration in some of the world’s busiest spaces. Striking visuals of rally cars navigating dramatic desert landscapes celebrated the resilience, adventure, and determination of Rally Jameel participants — reinforcing the Kingdom’s transformation into a champion of women’s empowerment and global inclusivity.
The creative concept, developed by Serviceplan Arabia, went beyond event branding to craft a distinctive identity for the rally’s fourth edition. Drawing inspiration from its five regional stops — Petra, Tabuk, AlUla, Hail, and Al Qassim — the design blended ancient carvings, desert flora, textiles, and architecture into a vibrant system that felt both culturally rooted and in motion.
An integrated media push, led by Mediaplus Middle East and Mediaplus MENA, translated this visual storytelling into global impact — positioning Rally Jameel as both a motorsport spectacle and a movement for women’s empowerment.
A Media Strategy That Moves
By selecting world-renowned advertising spaces with high international visibility, Jameel Motorsport positioned Rally Jameel as more than a sporting event — it became a cultural milestone. This global stage invited conversation, celebrated progress, and signaled the rally’s growing role in championing women’s empowerment.
Looking ahead, Jameel Motorsport plans to expand Rally Jameel’s global reach, deepening its recognition within the international motorsport community and inspiring even greater participation from women worldwide.
This professional campaign titled 'First Women-only Navigational Rally in the Middle East' was published in Saudi Arabia in August, 2025. It was created for the brand: Jameel Motorsport, by ad agency: Serviceplan Middle East. This OOH Outdoor medium campaign is related to the Automotive and Personal Transportation industry and contains 4 media assets. It was submitted 4 months ago.
