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︎MANUEL BORDÉ ︎CREATIVE
︎About

#SHEDRIVES | Nissan Saudi Arabia | 2018

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Following King Salman’s September decree allowing women to drive, carmakers congratulated Saudi women to capture market share. Our campaign aimed to foster meaningful conversations with Saudi men and build relationships with women, addressing broader issues and changing the perspectives of those hesitant to support women's driving rights.

Despite a 20% decline in the car market, the decree sparked optimism, with research indicating many women wanted to drive. However, social media monitoring revealed significant negative sentiment from a conservative male minority, creating hesitation among women who wanted to drive but were reluctant to be the first.

While many carmakers rushed to seize the moment, we focused on making a meaningful impact. We aimed to engage open-minded men to help overshadow the resistant minority and empower women to drive confidently.


Film





Case Film







Awards

  • Gold / Cannes Lions / PR
  • Wood Pencil / D&AD / Branded Content
  • Grand Prix / MENA Effies
  • Grand Prix / Dubai Lynx / Interactive
  • Gold x 3 / Dubai Lynx / Branded Content, Integrated, Interactive 
  • Silver x 4 / Dubai Lynx / Film Craft, Media, PR, Promo & Activation
  • Bronze x 2 / Dubai Lynx / Branded Content, Interactive
  • Bronze / New York Festivals / PR