On International Women’s Day (March 8), SC Johnson's Glade brand will launch a national lens takeover using a new Snapchat selfie lens that celebrates the rich heritage and bright hopes of women in the Kingdom.
Aligned with Glade’s new Elegant Amber and Oud™ fragrance, the Baby Abeer campaign (Abeer means “fragrance” in Arabic) invites every Saudi woman to make a wish for her future. Some of the wishes that women will be empowered to make for their country’s future generations include:
- INSPIRE HOPE ألهمي الأمل
- HAVE CONFIDENCE تحلّي بالثقة
- BE FEARLESS كوني شجاعة
- EMBRACE CHANGE تبنّي التغيير
Campaign Snapcode
The campaign team has created the first-ever Snapchat Lens triggered by a user’s eyes, allowing women to convey their optimism about the future while still wearing their traditional dress. The World View Lens, Snapchat’s outward facing camera, also uses hand technology, meaning that a woman wearing a full burka can engage with the Lens in public in Saudi Arabia.
The campaign is the first time that hand technology has been used in a Snapchat Lens in Saudi Arabia.
Credits:
Brand: Glade (SC Johnson)
Agency: Ogilvy
Media Partner: Snapchat
Geography: Saudi Arabia
