In June 2018, when the Saudi government first agreed to let women drive, very few really came forward. Not surprising, really. Parallel parking is hard enough without an entire nation of men watching, waiting and hoping you'll screw up. So while other car brands were intensifying the spotlight by pointing out what a big leap it was for women's rights, we took a softer tack. We encouraged them to drive by pointing out 100 simple, wholesome pleasures of being behind the wheel. And it had predictably good results. 

2018 campaign. Shortlisted in Dubai Lynx. 

Agency: Ogilvy Dubai / CCO: Juggi Ramakrishnan / Writers: Juggi Ramakrishnan, Aditya Hariharan, Tiago Cortez, Maya ElKai / Art Directors: Hugo Rochette, Roberta Totaro / Producer: Luke Morris / Director: Sune Sorenson / Production Company: Boomtown Productions / Client Service: Atul Shenoy, Maha Najem, Raaed Rahmat / Clients: Bruno Gisquet, Anja Petrovski, Madlen Gruschk