The challenge identification process was based on the noticeable rising ambition of Saudi women challenging the difficult and unsatisfactory circumstances they lived within, of which limited their independence; hence, the fulfillment of their aspirations. The most prominent limitation was the right to drive, of which was granted for women by the Saudi Government effectively in June 2018, resulting in doubling the target audience of potential Mercedes-Benz customers.

To effectively address the new audience segment, we developed a series of inspiring videos aimed at women in various stages of their personal development, communicating the role cars have in empowering their lives. The aim was to grab this segment’s attention and spark the interest, as well as, ambition in considering Mercedes-Benz's versatile collection.