The Woman Behind The Veil

Background

Brief: Al Rajhi Bank – a leading Islamic bank - was launching its first card exclusively for women, with personalized benefits for women. The task was to promote the card and in doing so, drive acquisitions for the bank as well as uplift its image with women, who (surprisingly to the outside world) own a significant percentage of the savings and finances in a family. Insight: In Saudi Arabia, until today, advertising and media shows a lot of gender bias. While it is normal to feature men across print & outdoor channels, showing women is not acceptable, due to cultural sensitivities.