A worldwide welcome for Saudi Arabia's first women drivers.

In June 2018, women in Saudi Arabia drove legally for the first time. Uber wanted its female drivers around the world to be the first to congratulate them.

Uber commissioned James Bedford to set the creative vision as executive director, and oversee local creators in 12 cities, from Tokyo and Taipei to Amman, Cairo, Mexico City and Johannesburg. Each filmed women Uber drivers sharing their own messages of welcome.

Five weeks after the first brief, Uber had an emotive hero film and 142 cutdowns adapted for social.