2020/2021 Winners & Shortlists

Summary

Context: How often do you see branded content that changes traditional opinions and instills confidence in thousands of women? When KSA lifted the ban on women driving, Shell noticed the concern, skepticism and discontent amongst a large portion of men in the Kingdom. This was greatly affecting women’s confidence. When the announcement was made, 82% of women wanted to drive. As the day drew nearer, this percentage was dropping significantly. Objective: Shell wanted branded content to start a conversation, champion thousands of women and change men’s behaviour from vocal critics into active supporters. Insight: Driving is not new for women; almost all men have personal examples of women ‘driving’ families, communities and their society forward. The Idea: Get Saudi men to recognize and appreciate the ‘women drivers’ in their lives and show it’s now their turn to #SupportHerJourney. Bringing the Idea to Life: An unscripted social film with prominent Saudi influencers, who took viewers on the journey from skepticism to celebration of women driving, by sharing our insight. The Results: Over 2 million views in 48 hours on YouTube, 6.1M YouTube views in a month, 86.5M social impressions (Source Mediacom), 10.8K video shares across FB & Twitter and a 20% increase in subscribers to the Shell KSA YouTube channel.