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

︎︎︎ Toyota

* 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.

— “Giving voice to woman one trip at time” — Toyota, Saudi Arabia —Servicepla, Dubai

 Concept ︎ Art Director
 ︎ Serviceplan, Dubai


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