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MAGGI
Every Woman Is A Force Of Change

RAN IN: Saudi Arabia, Kuwait, Unite Arab Emirates, Jordan, Oman, Lebanon

CLIENT
Nestle Middle East

Emile Douaihy (Business Executive Officer)
Jessy Abdulnour (Group Product Manager)
Maiada El Shahawy (Consumer Brand Experience Manager)

AGENCY
Publicis ME, Dubai *Lead Agency

Jan Leube (Regional Executive Creative Director )
Myrna Khoury (Deputy General Manager)
Kimi Nath (Regional Planning Director)
Stefania Hurtado (Account Director )
Abdel Hamid Bekhettou (Arabic Conceptualizer )
Rola Haddad (Account Manager )


MEC MENA

Sofia Sacre (Sofia.Sacre@mecglobal.com)


Film Masters


SUMMARY

To prove that every woman can be a force of change, MAGGI made a drastic departure from the advertising conventions of the cooking aids category. MAGGI Diaries celebrates the stories of Arab women who, with courage and ingenuity, have overcome challenges to improve the lives of the people in their communities. MAGGI Diaries helped to grow market shares and brand loyalty. It built relevance among an audience increasingly committed to social issues. Most importantly, it showed that every woman has the power to make a difference.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;EVENTS;SOCIAL MEDIA;TV;Branded Content (TV)

Audience: Women

Type: Business to Consumer

Classification: Multinational

Language: English