2019 Winners & Shortlists

Write a short summary of what happens in the film.

Many Saudi women living outside of the Kingdom where experienced drivers, having been granted a driver’s license in surrounding countries. Nevertheless, the announcement of the royal decree was still a momentous occasion for all women of Saudi Arabia, whether living the Kingdom or not. The Drive Back films documents the story of Rawan Hamza, a local Saudi woman living in the UAE travelling back to visit her family, and driving, for her first time, and Saudi soil. For Rawan, this marked the first time she was legally permitted to drive in their home country. Through Rawan's story the goal was to empower women in Saudi Arabia and encourage them to take action, regardless of whatever negative sentiment that was infiltrating the mainstream media. The film needed to demonstrate beyond doubt to real Saudi women that INFINITI understood what the occasion meant to female drivers.

Cultural/Context information for the jury

Saudi Arabia’s Vision 2030 strategy aims to repudiate both the nation’s dependence on oil and its support of religious fundamentalism. The first and most dramatic step was the Royal Decree announced on 26th September, which gave women the right to drive. Following the announcement, the majority of car brands flooded the market with tactical offers enticing the women of Saudi Arabia to make their first car purchase. However, INFINITI resisted the urge to engage in a tactical sales approach and instead launched a campaign that would connect with Saudi women on a deeper, more emotional level. Given Saudi Arabia is the most significant new car market in the region, and how in recent years sales and brand performance have been well under par, this was a massive opportunity for INFINITI. Our challenge was to empower Saudi female drivers giving them confidence and making them feel comfortable behind the wheel.

Tell the jury anything relevant about the cinematography.

This was a road trip of almost 20 hours driving – from UAE to KSA. With a documentary style we shot the whole journey, capturing the authenticity and genuine emotions in every moment of the trip. For this reason, we used a light equipment that helped us focus on her story and feelings about this big step for women in Saudi Arabia. More than an ad, we created a short film that had the brand as the vehicle to achieve a greater purpose. With a low budget production, we maintained a quality that embraced the overall sentiment of women driving at that time - enough to be able to launch it in Cinemas across the region and celebrate women’s empowerment.