Campaign details

Brand: Nissan
Brand owner: Nissan Saudi Arabia
Lead agency: TBWA\RAAD
Contributing agencies: TBWA\FULLSTOP., OMD
Country: Saudi Arabia
Industries: Automakers & marques
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

There is only one country in the world where women are still prohibited from driving: Saudi Arabia. This changed in late September when King Salman bin Abdulaziz issued a historic royal decree granting women the right to drive.

It was an unprecedented opportunity for every car maker, but in particular for Nissan – a brand that underperforms in Saudi Arabia and stands for making the innovation and excitement of driving accessible to all.

Most car makers did the expected, offering little beyond congratulations and concocting car-giveaway competitions. Nissan Saudi Arabia, however, seized the opportunity to disrupt the category by supporting a completely proactive idea that went much further.