Campaign Middle East

Publicis helps Maggi’s customers ‘cook the difference’

With sudden lockdowns across the World, cities, restaurants and roads have emptied – but kitchens have never been fuller. In this extraordinary time, Maggi's raison d'être ‘Cook the difference’ takes on even more meaning in the eyes and dining rooms of those confined. In a moving manifesto that toes the line between being inspirational and paying homage to those who cook, we see how home cooking has boomed – allowing people to escape, express and literally cook a difference. Shot by Maggi customers themselves, the video is an authentic and incredibly relatable video with moments we can all see ourselves in. It reminds us that with cooking present, we can overcome many of the difficulties that come with this time and perhaps even emerge closer than before. Agency : Publicis Dubai Media : Zenith Client : Maggi/Nestle Executive Creative Director : Rana Najjar Creative Director : Mohamed Bareche Senior Copywriter : Jessica Vanderberg Senior Arabic Copywriter : Ayman Shehade Senior Art Director : Noor Akar Editor : Raef Fawzy General deputy manager : Myrna Khoury Account manager : Hayat Tabsch Planning director : Jala Fawaz Brand Team : Business Executive Officer : Jessy Abdulnour Senior Brand Manager : Rima Jammal Senior Brand Manager : Vanessa Mattar Regional Brand Communication and E-content Manager : Maiada El Shahawy Brand Manager and Digital Champion : Sima Chamma