2017 Winners & Shortlists

The Campaign

With comic culture continuing to flood the Middle East, we identified an opportunity to not only increase the campaign’s awareness among the younger target segment, but also portray these women of change as the true modern day heroines for change in the region. We appointed three of the region’s most up-and-coming artists to illustrate the lives of three #WomenOfChange. Each story dramatized the real-life events of ordinary Middle Eastern women overcoming extraordinary challenges, only to emerge as true #WomenOfChange. Using each artist’s unique style to compliment each life story, the limited edition #WomenOfChange Graphic Novel was used to inspire women from around the region to make a difference, and become true forces for change in the Middle East.

Creative Execution

Each of these inspiring women has a story that deserves to be told. To achieve this goal, we represented each of these women as the true modern-day heroines for female empowerment in the Middle East. Portraying the real-life stories of three MAGGI Diaries ambassadors, the #WomenOfChange Graphic Novel illustrates the trials, and tribulations each woman has faced, ultimately becoming the woman that stands before you today – a woman of change. Teaser ads inspired by modern-day cinema posters were used to generate hype for Season 3, graphically portraying each woman’s story through beautifully crafted murals. Following the posters, the #WomenOfChange Graphic Novel was launched at the region’s foremost arts hub, where free copies were distributed to the public. To gain further support, we issued free copies to various public figures, and influencers around the GCC - from women’s rights activists to bloggers – significantly increasing our sphere of influence.

Indication of how successful the outcome was in the market

By giving a voice to the courageous women pushing for change in the Middle East, and portraying them as the modern-day heroines of their communities, MAGGI Diaries developed an original, and impactful way of elevating the battle for female empowerment in the region. While quantitative results for the #WomenOfChange Graphic Novel continue to filter in, the initial feedback from our audience has been overwhelmingly positive; while the marketing results continue to exceed the expectations: •Saudi Arabia: 75.5% to 81%* •Kuwait: 76% to 86%* •UAE: 78% to 84% (Nielsen Retail Audits) -Brand loyalty increased from 75% to 81%* -Agreement increased for: - “Helps me contribute to a better life” – from 68% to 80%* - “Helps me make a difference in my loved ones lives through everyday cooking” – from 71% to 83%* * Saudi, Jun/Jul 2015 v. May 2016

The purpose of MAGGI Diaries is simple; to engage, inspire, and encourage women across the region to push for social change, and make a difference for themselves and future generations. Launched as online webisodes, MAGGI Diaries soon expanded to TV to fulfill the demand for content. The Next Step: To spread the message of female empowerment to progressive women around the region; especially those interrelated to social activism. With comic culture flooding the Middle East, we saw the opportunity to extend MAGGI Diaries into another medium, and reach a younger target segment in a socially relevant, and engaging manner. Something that speaks their language, visually stimulates their minds, and acts as the perfect medium to dramatize the struggles, and triumphs of progressive women in the Middle East. Hence, the #WomenOfChange Graphic Novel was born.