2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The challenge identification process was based on the noticeable rising ambition of Saudi women challenging the difficult and unsatisfactory circumstances they lived within, of which limited their independence; hence, the fulfillment of their aspirations. The most prominent limitation was the right to drive, of which was granted for women by the Saudi Government effectively in June 2018, resulting in doubling the target audience of potential Mercedes-Benz customers. To effectively address the new audience segment, we developed a series of inspiring videos aimed at women in various stages of their personal development, communicating the role cars have in empowering their lives. The aim was to grab this segment’s attention and spark the interest, as well as, ambition in considering Mercedes-Benz's versatile collection.

Cultural / Context information for the jury

The focus was to draw on the human insight that the first time someone experiences something it tends to be memorable. We connected this idea of many ‘firsts’ occurring in our social environment, and with the joys that women will have through ‘firsts’ that Mercedes Benz will enable. The creative execution was modern and expressed the various sentiments derived from the focus group. The campaign was focused on honoring Saudi women with noticeable achievements that contributed to the advancement of women in Saudi Arabia. The campaign was supported with digital paid ads that generated huge exposure.