WASALTI | REFLECTING HER REAL IMAGE
Brand | RIYAD BANK |
Product/Service | WOMEN BANKING |
Entrant | GREY RIYADH Riyadh, SAUDI ARABIA |
Category | Social Behaviour & Cultural Insight |
Idea Creation
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GREY RIYADH Riyadh, SAUDI ARABIA
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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 social behaviour and / or cultural insights that inspired your campaign
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?
Credits
Marc Bouharb |
Grey Riyadh |
Management & Supervision |
Chehadi Bourdoukan |
Grey Riyadh |
Concept, Onground Activation Management & Video Supervising, Case Study Management & Creation |
Joud Albarazi |
Grey Riyadh |
Ideation, On-Ground Activation, Designs |
Reham Majdali |
Grey Riyadh |
Onground Activation Work, Campaign Edits, & Case-study Content Writing |
Mohammad Qarawi |
Grey Riyadh |
Video Editing, Compositing & Animation |
Choucry Dahan |
Grey Riyadh |
Client Servicing |
Ahmad Alakari |
Grey Riyadh |
client servicing |
Links
Video URL