Women’s Way

Women in Saudi Arabia were banned from driving a car from 1961 to 2018. And while in 2018, women finally were legally allowed to take the wheel again, they still had to listen to a man dictating their directions via their navigation systems because they only had male voice options.

Until now — introducing Women’s Way by Toyota X Google Maps. A custom navigation voice featuring one of Saudi Arabia biggest female activsits. While her name can’t be revealed, her voice can be recognized by thousands around the world.

Credits
Manager Director: Rami Hmadeh
Executive Creative Director: Wolf-Eik Galle
ACD/Art Director: Rodrigo Nakaza
ACD/Copywriter: Marcelo Zylberberg

Agency: Serviceplan, Dubai
Client: Toyota, Saudi Arabia
Role: Concept & Art Director

⎯⎯ Women’s Way ⎯⎯ “Giving voice to woman one trip at time”⎯⎯ Toyota, Saudi Arabia ⎯⎯ Serviceplan, Dubai ⎯⎯ Women’s Way ⎯⎯ “Giving voice to woman one trip at time”⎯⎯ Toyota, Saudi Arabia ⎯⎯ Serviceplan, Dubai

“ after one year getting back behing the wheels, Saudi women still need to listen to men’s directions. ”

We pushed this campaign out with a series of social series, and posters targeting Saudi Arabian Women on the country's main social media platforms.

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

@BBH, USA