Nissan Saudi Arabia has been awarded the PR Gold Lion Award at the Cannes Lions International Festival of Creativity for the #SheDrives Campaign, which was launched at the beginning of 2018. The campaign celebrated Saudi Arabia’s historic decision to grant women driver’s licenses.

As part of #SheDrives, Nissan Saudi Arabia released an inspiring video that motivated women to embrace the prospect of becoming fully licensed drivers in 2018. Nissan invited aspiring female drivers to build their confidence through a special driving session with a unique plot twist. Instead of having a stranger serve as their instructor, women were met by their respective husbands, fathers and brothers to take on the role of teacher for the day.

The company said its campaign highlights Nissan Saudi Arabia’s commitment to support the Saudi government in empowering women and supporting their role as active members in Saudi society. 

Bader Al-Houssami, chief operating officer at Nissan Saudi Arabia, said: “We are very happy with what Nissan Saudi Arabia achieved through the #SheDrives campaign aimed at encouraging women around the Kingdom through a clear message — when the time comes, the decision to drive, will be entirely yours. 

“We wanted to show Saudi women that we understand what the right to drive means to them and would work to support them on this new journey. Winning a Gold Lion Award at the Cannes festival is wonderful recognition that #SheDrives was an inspirational way to celebrate this historic moment for women in the Kingdom.”

Since 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together to celebrate the best of creativity in brand communications. 

Nissan has a strong heritage in the Kingdom, dating back to the early 50s. 

In November 2014, Nissan expanded its Saudi Arabian operations by announcing the creation of “Nissan Saudi Arabia Co. Ltd.” as a national sales center for Nissan Middle East. Nissan Saudi Arabia Co. Ltd. is a joint venture formed with Nissan’s partner, Khaled Juffali Company.