Women’s Way

In 2018, Saudi Arabia set in motion a cultural revolution lead by the crown prince. The most notorious measure was the lift of the ban that forbid woman to drive in the kingdom since 1961. One year later, women took back the streering wheels, but they still had to listen to a man giving them directions. Arabic was the main with a male navigation voice on Google Maps.

Credits
Manager Director: Rami Hmadeh
Executive Creative Director: Wolf-Eik Galle
ACD/Art Director: Rodrigo Nakaza
ACD/Copywriter: Marcelo Zylberberg

Agency: Serviceplan, Dubai
Client: Toyota, Saudi Arabia
Role: Concept & Art Director

⎯⎯ Women’s Way ⎯⎯ “Giving voice to woman one trip at time”⎯⎯ Toyota, Saudi Arabia ⎯⎯ Serviceplan, Dubai ⎯⎯ Women’s Way ⎯⎯ “Giving voice to woman one trip at time”⎯⎯ Toyota, Saudi Arabia ⎯⎯ Serviceplan, Dubai

“ after one year getting back behing the wheels, Saudi women still need to listen to men’s directions. ”

We promoted the new feature with a series of visual social posts, and posters targeted only Saudi Arabian Women on the contry’s main social media platforms.

nakaza.rodrigo@gmail.com+1 (646) 584-5110

@BBH, USA