Al-Futtaim Toyota and Memac Ogilvy Dubai capture Grand Prix at prestigious Dubai Lynx festival - Middle East Business News and Information
The innovative Journey into Herstory campaign transformed UAE streets into narratives of empowered Emirati women
Al-Futtaim Toyota and Memac Ogilvy Dubai have been awarded the Grand Prix in the Audio and Radio category at Dubai Lynx 2025 for the campaign
DUBAI, UAE: Al-Futtaim Toyota and Memac Ogilvy Dubai have been awarded the Grand Prix in the Audio and Radio category at the Dubai Lynx International Festival of Creativity, MENA's premier platform for creative excellence and effectiveness.
The groundbreaking 'Journey into Herstory' campaign transformed everyday commutes into cultural experiences by honoring influential Emirati women who have streets named after them in the UAE. The campaign ingeniously converted Toyota vehicles into storytelling platforms.
The multi-faceted campaign featured geo-targeted audio narratives activated when Toyota drivers approached streets named after prominent Emirati women, through Yango Maps. This was accompanied by strategic radio traffic announcements and social media content that deepened the cultural narrative.
Specifically designed to commemorate Emirati Women's Day, the campaign demonstrates how automotive brands can transcend traditional marketing to create culturally significant experiences.
Katib Belkhodja, Marketing Director at Al-Futtaim Toyota & Lexus said: 'This recognition celebrates the fusion of technology and cultural storytelling to elevate the voices of Emirati women. Turning Toyota vehicles into mobile storytellers, Journey into Herstory created meaningful connections with drivers while celebrating our cultural heritage.'
Credits:
Al-Futtaim Team: Katib Belkhodja (Marketing Director – Al-Futtaim Toyota | Lexus), Assaad Chehade (Senior Marketing Manager – Al-Futtaim Toyota), Roxanne Magbanua (General Manager, Al-Futtaim Automotive, COE Marketing)
Memac Ogilvy Team: Jon Marchant (Group President MENA), Gautam Wadher (Chief Creative Officer), Kevin Kurian (Managing Partner), Moemen Metwally (Creative Director), Alicia McBride (Senior Art Director), Carl Khoury (Senior Copywriter), Maram Ashour (Associate Creative Director), Israa Tariq (Associate Creative Director), Ahmed Nour (Social Account Director), Beverney Shane (Senior Social Account Manager), Bhaskar Bateja (Head of Strategy), Leomerish Leyco (Senior Art Director), Georges Enkiri (Senior Account Manager)
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