Gold – Branded Content
MAGGI Diaries – a campaign to inspire, and raise awareness for women in the region who are making a difference – has established itself as one of the most instrumental brands for female empowerment in the Middle East. After effectively targeting 78% of Arab mothers and housewives in its first two seasons, MAGGI needed a way to engage those with the propensity to actively engage for change in the region – new age millenials.
With comic culture continuing to flood the region, we identified an opportunity to not only increase the campaign’s awareness among the younger target segment, but portray these women as the true modern day heroines for the movement.
We appointed three of the Middle East’s most promising artists to illustrate the lives of three Maggi Diaries ambassadors advocating female empowerment in the Middle East – with each artist’s employing their own unique style to compliment their stories.