SAKA           I           2022  ⎯⎯⎯⎯  2025 sammindich28@gmail.comnakaza.rodrigo@gmail.com

TOYOTAWOMEN’S WAY

Women in Saudi Arabia were banned from driving a car from 1961 to 2018. And while in 2018, women finally were legally allowed to take the wheel again, they still had to listen to a man dictating their directions via their navigation systems because they only had male voice options.

Until now — introducing Women’s Way by Toyota X Google Maps. A custom navigation voice featuring one of Saudi Arabia biggest female activsits. While her name can’t be revealed, her voice can be recognized by thousands around the world. 


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Agency: Serviceplan Dubai, UAE
Client: Toyota
Role: Concept & Art Direction/Design

“Giving voice to women one trip at time” ⎯⎯ Women’s Way ⎯⎯ “Giving voice to women one trip at time” ⎯⎯ Women’s Way ⎯⎯ “Giving voice to women one trip at time” ⎯⎯ Women’s Way ⎯⎯ “Giving voice to women one trip at time” ⎯⎯ Women’s Way ⎯⎯ “Giving voice to women one trip at time” ⎯⎯


“  After one year getting back behind the wheels, Saudi women still need to listen to men’s directions. ”—


We pushed this campaign out with a series of social series, and posters targeting Saudi Arabian Women on the country's main social media platforms.

Credits
Manager Director: Ramy Hmadeh ⎯⎯ ECD: Wolf-Eike Galle ⎯⎯ Cretive Director: Shahir Sirry ⎯⎯ ACD/Art: Rodrigo Nakaza ⎯⎯ ACD/Copy: Marcelo Zylberberg

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