“Giving a voice to the courageous women pushing for change in the Middle East”
For Arab mothers, MAGGI Diaries is one of the most instrumental campaigns for female empowerment in the history of the GCC. However, for its third season, we needed to target the youth of the nation. So, we completely transformed a campaign from a simple television show centered around cooking, to an original graphic novel based on inspiring true-life stories from Women of Change in the Middle East.
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1x Gold | 1x Shortlist
at Dubai Lynx Festival

Gold // Branded Content & Entertainment
Shortlist // Media
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Campaign of the year | 3x Gold
at Festival of Media MENA

Gold // Brand Content
Gold // Strategy
Gold // Best Use of Content

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Client: Maggi // Agency: Publicis, Dubai // Production: All Awards, Portugal // Illustration: Karen Keyrouz, Raphaelle Macaron, Zeina Bassil, Lebanon // Studio Icone & Sam Hart, Brazil
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