WELCOME TO THE DRIVER’S SEAT
History was made when women were allowed to drive in Saudi Arabia, and Ford wanted those women to know that they are with them every step of the way. As a company that believes freedom of movement drives human progress, Ford needed us to create a female-driven campaign inspired from that vision.
WITH YOU IN FRONT
Many automotive companies took the cautionary approach in creating their manifesto ads, often relegating Saudi women to secondary roles or sometimes not showing them at all; conversely, Ford wanted to put women front and center.
This proposition helped set things in motions for us, and after an intensive 5-day workshop, Giddam was born (literally means "In front" or "Go for it" in English.) Imbued with fearlessness and confidence, the colloquial term assured Saudi women their rightful place on the road and in life—that they are the frontrunners in driving the face of change in the kingdom of Saudi Arabia.
English version of the manifesto
ARABIC VERSION OF THE MANIFESTO
A SAFE HAVEN.
To definitively showcase Ford’s support, we created a landing page that served the needs of the new Saudi women drivers. From instructive lessons to video tutorials, the portal offered guidance to those who may feel their driving competence is not up to par—or simply need a refresher course.