Ford KSA: Women in the Driving Seat

Ford, a car manufacturer, launched Women in the Driving Seat, a campaign in the Middle East to celebrate Saudi Arabia's decision to allow women to legally drive.

Campaign details

Agency: ASDA'A Burson-Marsteller

Overview

On 24thSeptember 2017, The Kingdom of Saudi Arabia passed a momentous decree which lifted the ban on women driving in the country. For years, this ban has sparked global outrage as it stood as a symbol of oppression of women. While the world rejoiced, this opportunity proved particularly exciting for the automotive industry. With the prospect of a whole new market of women drivers opening up in Saudi Arabia for Ford Middle East, ASDA'A Burson-Marsteller was part of a crack team along with advertising agency GTB tasked with brainstorming ideas on...

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