2022 Winners & Shortlists

Write a short summary of what happens in the film

The story is showing highlights of 2 different Saudi women of different age, driving 2 different Hyundai car models and living their daily lives in perfect balance between work, study, meeting friends and fun times using engaging transition techniques such as the match-cuts and showing the Hyundai cars' USPs of safety features, infotainment system and the exterior and interior design of the cars. And the story is supported by a Voice Over that is delivering an empowering and inspirational message and call to action to embrace living in perfect balance while featuring Hyundai cars as integral elements in the story.

Cultural / Context information for the jury

Few years ago, women in Saudi Arabia were allowed to drive in the kingdom. This made them feel more empowered by giving them the freedom to drive their own cars and lead their ways. And year after year we see more women in Saudi Arabia feeling encouraged and getting behind the steering wheel and enjoying the driving experience leading them to feel more confident, self-driven and living more in perfect balance. And until now, some Saudi women are still hesitant about embracing this experience because of the pre-existing belief of society disapproval and the fear of being denied this opportunity by close relatives. Showing that some Saudi women have already been driving will not only encourage other Saudi women to start driving, but will also make it feel more acceptable by their disapproving relatives.

Please tell us how the work was designed / adapted for a single country / region / market.

This film was created to communicate an empowering and inspirational message to the women in Saudi Arabia who were allowed to start driving in the kingdom only few years ago. While some of them need not an encouragement to take on the opportunity and got behind the steering wheel right away and started leading their own ways, other women in Saudi were and are still fearful for multiple reasons such as safety, cultural impact and the disapproving family members and relatives. Hence, this film is a piece of communication shows the target audience of women in KSA how some Saudi women hav been living their daily lives in perfect balance while driving Hyundai cars with USPs that matter to them such as the safety features, infotainment system as well as the exterior and interior designs of those cars.