SHE / Center for International Communication / Saudi Arabia / international / 2018Film · Social
How Well Do You Know Her?
SHE challenges assumptions about Saudi, Arab and Muslim women in a direct-to-camera film.
- Brand
- SHE / Center for International Communication
- Market
- Saudi Arabia / international
- Region
- Global
- Year
- 2018
The challenge
Question stereotypes that obscure the achievements and varied identities of Saudi women.
The idea
A woman describes her ambitions and accomplishments in a close-up address; a reveal invites viewers to reconsider assumptions they make about women who wear hijab.
Case study source: Ads of the World Source ↗
Credits
- Creative agency
- Memac Ogilvy
- Agency collaborator
- APCO Worldwide
- Client
- Center for International Communication
- Director
- Omar Hilal
- Creative director and copywriter
- Mohamed Kamal
- Chief creative officer
- Paul Shearer
- Production company
- DejaVu
- Director of photography
- Crispin Kennedy
