2018 Winners & Shortlists

#SHEDRIVES

Short List
Client/BrandNISSAN SAUDI ARABIA
Product/ServiceINSTITUTIONAL
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntryAmbient
CategoryInteractive Outdoor Experiences
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES
Production MADE IN SAUDI FILMS Jeddah, SAUDI ARABIA
Additional Company TBWA\FULLSTOP Jeddah, SAUDI ARABIA

Brief Explanation

We recruited six Saudi women, and secretly, we also recruited the men in their households. They all had different attitudes to driving. We had to get them all to the closed car park, without raising any suspicions. The day started with an interview where the women spoke candidly about what it meant for them to have the right to drive, along with the challenges they expect from the men in their lives. They speak freely, expressing anxiety on one hand, hope and excitement on the other. Once in the car, they are instructed to carefully study some road signs. They are focused and determined. At this point, the very same men they had been talking about earlier get into the car: a genuinely emotional surprise. Finally, each couple was interviewed and the man gives unequivocal support to his wife, daughter or sister in driving.

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Creative Director
Alberto Triana TBWA\RAAD Senior Copywriter
Federico Mariani TBWA\RAAD Senior Art Director
Ghassan Kassabji TBWA\RAAD Managing Director
Fadi Awada TBWA\RAAD Account Manager
Benjamin Schwartz TBWA\RAAD Digital Account Director
Elizabeth Arroyan TBWA\RAAD Account Manager
Vishal Badiani TBWA\RAAD Senior Strategic Planner
Rouba Asmar TBWA\RAAD Head of Production
Abboud Ayyach Made in Saudi Films Executive Producer
Yara Bdeir Made in Saudi Films Producer
Jack Eliott Made in Saudi Films Director
Anthony Chamoun Made in Saudi Films Senior Editor
Mohammad Hamdan Made in Saudi Films Sound Mixing
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
Links
Video URL