Dyson
Pioneering Firsts
Where triumph and technology meet.
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.
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.
