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DysonPioneering Firsts

Insight

Elevating every woman’s journey.

Dyson is constantly pioneering with its products, marking significant firsts for the company’s industry and firsts for women whose routines change by Dyson’s innovations. Aligned in their trailblazing spirit, the Gulf region is steeped in women’s history of achieving remarkable firsts.

Beyond highlighting hair care technology, Dyson and AKQA elevate achievements with stories that move beyond products and empower ambition and cultural resonance.

Idea

The Firsts showcases three remarkable Gulf women who achieved groundbreaking milestones in their respective fields.

Ameni Esseibi, first curve model of the Middle East; Samira Al Khamis, the first Saudi prima ballerina; and Marwa Al Mamari, an Emirati aerospace engineer.

Dyson’s innovative haircare technology plays a role in narrating their firsts. Beyond product effectiveness, stories of achievement, resilience and regional pride are highlighted.

A ballerina in a pink tutu dances alone in a sunlit studio, seen from above. Warm light streams through large windows, casting shadows on the wooden floor.
A woman with wet hair uses a Dyson hair straightener, gliding it over the top of her head. She wears a white long-sleeve top and looks focused on styling her hair.

Impact

Powered by ambition.

By honouring its audience’s roots and aspirations, Dyson amplifies the stories that matter most to women while creating space for them to amplify their own journeys.

The initiative resonated deeply with women of all ages in the Gulf, connecting Dyson as a tech-forward brand and a partner in their life stories. The film enhances engagement and recognition across the Middle East and successfully creates an emotional bond between Dyson and its audience.

A confident woman in beige high-waisted pants, a matching turtleneck, and a long camel coat poses with hands in pockets in a minimalist studio with a large brown circle backdrop.
A woman in pink business attire sits at a glass desk in a minimalist beige office, focused on paperwork. A sculptural object is displayed on a pedestal to her right.
  • DysonPioneering technology meets pioneering women. ↘
  • Arab AdDyson’s FIRSTS celebrates remarkable women of the Middle East. ↘

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