ADVERTISING

Nissan

#SheDrives

Agency: TBWA

Description

Last September, Saudi Arabia surprised everyone by lifting the Women Driving ban, a historic ruling that will take effect by June 2018. But although the entire world has celebrated the decision, a big chunk of the Saudi male population has shown resistance to it. This has made many Saudi women hesitant about applying for a license when the time comes, fearing their closest male relatives will disapprove. They are in need of confidence and support.
So Nissan Middle East decided to invite a few of them to a driving lesson, but not just any driving lesson, but one taught, to their surprise, by the very people they thought would disapprove; their fathers, brothers and husbands.
To see the full experience Nissan has created a film, meant to encourage and empower women all over Saudi. With a clear message given by the men involved: When the time comes, the decision to drive, will be entirely up to you.
By using #SheDrives Nissan is also inviting everyone to share their messages of support.

This professional campaign titled '#SheDrives' was published in United Arab Emirates in January, 2018. It was created for the brand: Nissan, by ad agency: TBWA. This Film medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted almost 5 years ago.

Credits

Advertising Agency: TBWA\RAAD, United Arab Emirates

ADVERTISING

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.