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P&G (Always)
Always "Generation of Firsts"

RAN IN: Saudi Arabia

CLIENT
Procter & Gamble (P&G)

AGENCY
Leo Burnett Beirut *Lead Agency


Starcom Dubai


MSL BEIRUT


SUMMARY

A game-changing wave of Saudi women is emerging, doing things for the first time without precedent. At this turning point, Always wanted to celebrate this Generation of Firsts, and grow their confidence. Not only we celebrated Firsts by featuring achievers and encouraging more women to join in, but we also made a first, by entrusting the direction and shooting of the film exclusively to an all female Saudi crew. Beyond exceeding all our KPIs, more than 1,500 women were inspired to share their own firsts and join this game-changing generation

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Audience: Teens (13-20)

Objectives: Change brand image

Type: Business-to-Consumer

Language: English