As the day of the 24th June 2018 arrived , Audi has accessed a whole new target group:

all the women of Saudi Arabia, who now were not just allowed to drive, but of course also allowed to buy a car. We involved the owned channels of Audi on Facebook, Instagram, YouTube and Twitter to reach the whole (female) Middle East. Even the first ever cinema in Riyadh showed the film.

Audi’s aim was to stage the new obtained women’s rights in a smart and respectful way. Backed up by suitably music featuring Arabic sound patterns the camera focuses on the moments of opening doors. We witness a change as the women starts to become active and starts to open her own doors.

Together with the director we created a film in only one shooting day – and helped to open new doors, in metaphorical and in literal ways.

Shortly after “Doors” went live, it reached millions of clicks and lead to thousands of positive comments in the social networks. It was well received all over the world, but especially the Arab press was excited about this case. “Doors” became part of a huge historical moment in Middle East history and empowered the women to celebrate their new freedom.