Huge changes are taking place in Saudi Arabia, with women now allowed to attend sporting events, more female than male students in the Kingdom and greater wealth in the hands of Saudi women. But perhaps the most newsworthy change – particularly in terms of how Saudi is perceived by the rest of the world – has centred on women being granted the freedom to drive.

At WARC’s annual MENA Strategy Works event (Dubai, November 2018), Hussein M. Dajani, Nissan’s General Manager - Customer Experience Transformation - Africa, Middle East, India, and Turkey, presented #SheDrives. The campaign, having already claimed a Silver in the WARC Prize for MENA Strategy, also took the Grand Prix at the MENA Effie Awards the day after WARC’s event.

On 26 September 2017, just 49 minutes after the 2017 Royal Decree declaring that women could drive, Nissan tweeted a photo of a licence plate with GRL 2018, and the #SheDrives campaign showed Nissan’s intention to be there for women – as opposed to simply giving them the hard sell. In Dajani’s words, the brand wanted to be a “confidence-booster”.