A car sideview mirror's message state: The image and perceptions in the mirror are not realistic. in Arabic it translates to "Makasat wa boad alsoora an el maraa ghair hakikiya" The butterfly effect states that the tiniest flap of a butterfly's wings may lead to a hurricane days later.. Thus, the smallest changes can create the biggest differences. In our case, we took a word everyone knows "mirror" in Arabic which is "Miraah", and replaced one letter, resulting into a completely different word "Maraah", which means "woman". That change, when applied to a car's side view mirror, flipped the entire message, reflecting a cultural topic in the kingdom "Woman Rights & Place in the society". Which blasted conversations, and echoed voices of women around the kingdom.
Our approach is simple, straightforward. It is known that relevancy is key to memorability, so let's capture the most relevant, yet shadowed message we are all exposed to everyday, which is the car's side view mirror. From reflecting unrealistic perceptions on roads, to reflecting unrealistic perceptions on women.
Riyad Bank, a leading bank in the kingdom, encouraged financial independence for women through their targeted services, supporting them on many different scales through this campaign and hashtag you have arrived.
A large scale campaign that raised awareness on females solely, supported afterwards with diverse services.
Credit
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Client: Riyad Bank
Agency: GREY | Riyadh
Creative Director: Chehadi Bourdoukan
Creative Team:
Lilas Abdulhak, Reham Majdali, Joud Al barazi
Editor: Mohammed Qarawi
Copy Writer: Abeer Abdalla