Brief: Raise awareness with a new audience to the driving segment in Saudi - the women of Saudi Arabia.
The insight: The conversation of women driving in Saudi was applauded and celebrated by brands. However, not everyone was on board with women taking the driver’s seat. #Youwillnotdrive was trending as the opposition to the movement. We found that this along with the changes that women would face started to create uncertainty. Self-doubt started to creep in and we found that women started to ask questions of themselves: "Am I ready?", "Can I really do this?" and so on.
The idea: Dodge being a bold and confident brand is going to partner with women to make a statement by roaring loud and turning their self doubt to smoke. Switching the "Am I ready?" to "I am ready."
CD: Alexander Obradovic
ACD: Shwan Nazar
AD: Sumer Kotwal
CW: Gaurav Maitreya
Strategy: Gabriel Marfa
Production: Heba Kharouf