FROM THE GRAND PRIX WIN­NERS

Campaign Middle East - - NEWS -

FED­ERICO MAR­I­ANI + AL­BERTO TRI­ANA, SE­NIOR CREATIVE TEAM, TBWA\RAAD

After be­ing the first to re­act to the an­nounce­ment of the royal de­cree in KSA, we no­ticed there was still a sig­nif­i­cant por­tion of men op­posed to Saudi women driv­ing. While our com­peti­tors were jump­ing im­me­di­ately into the sell­ing, we needed to em­brace this brief dif­fer­ently. We needed to em­power women, give them con­fi­dence and put them first in the com­mu­ni­ca­tion – even be­fore the brand it­self.

We needed the cam­paign to con­nect with women in a very gen­uine way, and that’s how the idea came to life, invit­ing them to their first ever driv­ing les­son with an emo­tional turn – the in­struc­tors would be the peo­ple they thought would never ap­prove in the first place: dads, hus­bands and broth­ers. This twist was key to giv­ing Saudi women the con­fi­dence they needed, along with a pow­er­ful mes­sage: “The de­ci­sion to drive or not drive is en­tirely yours.”

The au­to­mo­tive cat­e­gory is very sales-driven, not only in this re­gion but all over the world. The jury must have seen how brave our client was to ap­proach this rel­e­vant topic by think­ing about Saudi women first, be­fore try­ing to sell cars. On the other hand, the cam­paign is very rel­e­vant and heart-warm­ing, so def­i­nitely that must have af­fected the vot­ing. And last but not least, this emo­tional cam­paign gave us out­stand­ing re­sults and ex­tremely pos­i­tive re­sponses within Saudi, from both men and women. We think all those rea­sons, and the fact that Nis­san, not an NGO, backed the cam­paign, made the jury give us max­i­mum recog­ni­tion. Nowa­days, ad­ver­tis­ing is more about how brands con­nect with peo­ple on an emo­tional level rather that in­ter­rupt their rou­tines with an­noy­ing and in­tru­sive ads.

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