Many brands jumped on the bandwagon to celebrate when KSA lifted the ban on women driving. Nissan were more thoughtful however.

After speaking with women and their family members, we realised to get women driving, the change in law wouldn’t be enough. Culturally, we still needed to get the male family members to actually approve. So we created a stunt where real world emotions were captured and heartfelt moments shared - and more importantly, we showed men of the family approving of their female family members driving. This helped normalise the decision of millions of other men around The Kingdom.