VW Born Confident

The  “Born Confident” Campaign aimed to introduce the all-new T-Roc in the  region by celebrating confidence, individuality, and breaking  stereotypes. To achieve this, we launched the campaign by highlighting  the stories of two confident women who pursued unconventional careers:  Nour AlKhadra, a renowned Saudi Arabian gamer, and Nouf Sufyani, the  first female Saudi Arabian DJ. 

The  campaign's centerpiece was a short film featuring Nour's personal life  story, showcasing how she defied societal expectations to follow her  passion for gaming, while Nouf was behind the scenes creating the  original music for the film which added depth and authenticity to the  narrative.

The  launch took place across multiple platforms, including Volkswagen's  social media channels, official website, and on-ground. Alongside with  “the Art of Confidence” exhibition, which showcased local artists'  interpretations of confidence.