100 Simple Joys Volkswagen

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Overview

Saudi Arabia lifted a decades-old ban that prohibited women from driving. A lot of brands and mainstream media rushed to put Saudi women in the spotlight without considering their circumstances.Meanwhile, a lot of first-time drivers were understandably nervous, while some experienced drivers were apprehensive. The world was watching. And many were just waiting to point out their tiniest mistakes. The roads had never been more divisive. Volkswagen wanted to reassure and welcome Saudi women to the driver’s seat, without making them feel any different.

Capability

  • Advertising
    Brand Strategy

Team

  • Dubai
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