2020/2021 Winners & Shortlists

Cultural / Context information for the jury

Despite that this topic was discussed internationally briefly, Saudi Arabia has always been a male-led society, with females residing backstage. With the recent declarations of supporting women more through work and driving opportunities, this topic stirred up a controversial debate in the kingdom between the supporters and the ones who want to keep their traditions of keeping women in the house. The arabic language has many wonders of not even having letters, but supporting dots and decimals which if arranged differently they can change the word completely. In our case, since we're tackling women driving in the kingdom, and the car is our main medium, the Arabic word for "Mirror" means Woman if we flipped one decimal. from "Mirah" mirror to "Marah" Women. The images and perceptions on women are not realistic.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

The name of the brand says it all: "Riyad Bank", AKA the bank of the kingdom. Placed in the heart of Saudi Arabia, this bank speaks to the people with the language of the people. It's main objective is to support and empower the kingdom, uplifting the society with its different services and offerings. Can it be any more local than that?