2019 Winners & Shortlists

Background.

On June 24th, 2018, women in Saudi Arabia were given the right to drive. The brief was to create an emotional campaign, showcasing Ford’s support towards Saudi women on a brand level; with an objective to gain more affinity in a mostly male dominated automotive market. The project was regional (KSA, UAE, Kuwait, Bahrain), with (naturally) a larger emphasis on the Saudi market, encouraging support through a movement.

Describe the creative idea.

WITH YOU IN FRONT Now that Saudi women are in the driver’s seat, they have the power to move freely; confidently in front as they pave the way for others, and most of all, themselves. Behind the wheel, they are in control; readily on the move, decidedly on the go. Their path is wide open. Their place is assured. They drive in front. And Ford is there to support them throughout their journey. To represent IN FRONT in Arabic, we used the word GIDDAAM, a colloquial Saudi word, literally meaning ‘in front’ or ‘go for it’ conversationally. We positioned it as the main element in our campaign; fearless and confident, empowering women to encourage and support each other.

Describe the strategy.

As an international automotive brand, it’s Ford’s mission and drive to enable people through the power of mobility. We believe that movers are makers, and in order for them to go further, we’re here to simply keep them moving. We highlighted that support and promise to women in Saudi Arabia by welcoming them to the driver’s seat through a movement with a goal to inspire and facilitate women to embrace the power of mobility, in front. There were many aspects to the Welcome to the Driver's Seat campaign, but the main movement was digitally led by a manifesto that ended with a promise from Ford, WITH YOU IN FRONT, marking Saudi women’s newfound place in the driver's seat, as well as unfaltering support and drive. The emblem was strategically pushed on social platforms to promote user engagement and encourage an echoing effect of support all over the region.

Describe the execution.

WITH YOU IN FRONT - An emblem that made a stand. Original, handcrafted Arabic calligraphy for an organic, fluid feel; capturing the femininity and movement of a Saudi woman. Representing her confident strides in her headscarf and abaya (a typically black, full-length outer garment they wear). Emblem breakdown: The word ‘Giddaam’, meaning ‘in front’, is placed on top, symbolizing being ahead and in front. The letter ‘m’ (at the end of the word ‘Giddaam’) represents a Saudi woman, bold in black, just like her abaya. She sits comfortably in front. The word ‘Maana’, meaning with us, represents Ford; her strong support. The emblem was used mainly digitally, to promote user engagement. Offline, it was used on t-shirts to further promote the movement.

List the results.

Snapchat Audience Filter (camera): Shares: +100,000 Facebook Profile Filter: Reach: +5.5 million Instagram Ad Stories: Reach: +1 million Ford was the most circulated company on the day (June 24th, 2018). WITH YOU IN FRONT was the most impactful emblem/logo created for Saudi women in the automotive industry.