2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

To help middle-eastern women live an healthy lifestyle, we created a movement #NoExcuses and launched it through this manifesto featuring 5 real women facing tough challenges who freed themselves from the word ‘But’ and managed to overcome every excuse that came in the way of leading a healthy lifestyle.

Cultural / Context information for the jury

With a growing generation that is becoming more health-conscious, new concerns started to rise around the consumption of packaged food, that are seen as artificial, and full of preservatives. A big threat to Maggi, the #1 player in its category with more than 80% market share. To adhere to this growing need, Maggi revamped its whole portfolio to introduce 100% natural products from source, to process, to ingredients. A great opportunity to retain existing consumers; attract new ones, and accordingly secure our volumes and dollars. To truly deliver on our purpose of ‘making a difference’, it wasn’t enough to only launch our new range, but it was also important to support and inspire our new ‘health conscious’ consumer in their drive to pursue a healthier lifestyle.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Through pinpointed data research, one main tension stood out: “Living a healthy lifestyle is not easy. It’s full of inhibitions, restraints, compromise, and requires a lot effort” Today, living a healthy lifestyle is still an ‘aspiration’… not a reality. What’s stopping us is the word ‘BUT: excuses that come in the way of achieving our goals. We want to go to the gym; BUT we need motivation We want to prepare healthy dishes; BUT it is easier to order in We want to exercise; BUT kids require so much attention We want to cook nutritious dishes for the family BUT with work, we don’t have time So, we set out to help our women ‘live healthy’…. With no excuses.