HOW DO YOU CHANGE ATTITUDES TOWARDS WOMEN DRIVERS?
The Kingdom of Saudi Arabia has been traditionally governed by conservative Islamic values, which limit the actions of both men and women. For women, these limitations have extended to driving, making it illegal for them to do so.
The Kingdom of Saudi Arabia has been traditionally governed by conservative Islamic values, which limit the actions of both men and women. For women, these limitations have extended to driving, making it illegal for them to do so.
However, the Crown Prince is moving the country forward and has decreed that the ban will be lifted as of June 2018. Unfortunately, while women have celebrated this announcement, some men have taken to social media doubting, ridiculing, and in certain cases, threatening women who were planning to drive.
This has naturally caused some reluctance in women. We wanted to create an authentic film that celebrated a true insight.
BRUTAL SIMPLICITY OF THOUGHT
Driving isn’t a new concept to women; they’ve been driving families, schools, hospitals and society as a whole, since forever. Instead of featuring women like most brands would do, we decided to feature the source of doubt: men. We interviewed five of the most influential figures in Saudi Arabia, including an ex-military general, a rapper and an international skater. They all talked about how the women in their lives helped drive them forward.
Driving isn’t a new concept to women; they’ve been driving families, schools, hospitals and society as a whole, since forever. Instead of featuring women like most brands would do, we decided to feature the source of doubt: men. We interviewed five of the most influential figures in Saudi Arabia, including an ex-military general, a rapper and an international skater. They all talked about how the women in their lives helped drive them forward.
Film Case Study
Film on shell youtube channel
Achievements
The film was an Editor's choice on Adage and entered the "Top5" list on Adforum
The film got Shortlisted in Dubai Lynx Award Show under Digital Content
Ranked the 2nd best piece of work on M&CSAATCHI globally
Ranked the 1st on shell creative work globally
https://www2.dubailynx.com/winners/2019/interactive/entry.cfm?entryid=1030&award=101&order=0&direction=1
