Mars Wrigley Middle East Africa has announced the launch of GALAXY chocolate’s first-ever women’s empowerment anthem #Ichoose, made by Arab women, for Arab women, in collaboration with Anghami, the first legal music streaming platform and digital distribution company in the MENA region.
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The inspiring anthem #IChoose, sung by rising pop star Zena Emad from Saudi Arabia, and directed by acclaimed music video director Angy Jammal from Lebanon, recognizes the importance of consistently championing women across the Arab world. The song’s catchy chorus is thoughtfully penned with uplifting affirmations, such as believing in yourself and being proud of who you are, which aims to embolden young women to choose their own paths. The upbeat anthem is yet another endeavour by GALAXY chocolate; the brand seeks to encourage women in the Arab region to keep living their best lives, achieving their goals, and pursuing their dreams.
The #ichoose campaign conceptualised by Code 8 the advertising agency and visualized in a vibrant music video of young women living out their choices across various walks of life, was all about being real and relevant to the region. With media partner, Mediacom driving a 360-degree approach to making sure the message is visible across multiple channels. The agency worked closely with the brand team and Anghami to bring the brand’s purpose to life through lyrics that rang true and to ensure the portrayal of the young women in the video was relatable to every Arab girl making big and small life decisions for herself every single day.
Melissa Kanaan, GALAXY marketing manager, Mars Wrigley said: “The #IChoose song truly reflects our brand purpose: celebrating and encouraging women to choose the life they deserve and wish for. Strong female icons have always been at the heart of the GALAXY story, and the world we envision for the future is more inclusive, so we are aiming to empower the next generation of women to experience more pleasure in their choices. And this starts by creating the conditions and opportunities for women to find and pursue their pleasure, whatever their pleasure might be. And this year, we wanted to place Arab women in the forefront of our efforts, and as an Arab woman myself, I am so proud to have had the chance to work with our partner Anghami to bring this passion project to fruition.”
Josh Rouhana, from the content team at Anghami said: “We absolutely loved collaborating with GALAXY chocolate on this project and to bring to life their purpose. Women empowerment is a key focus for Anghami too, and we understand the critical role that music and art play in encouraging progress in this regard. We are glad to present the #IChoose anthem to audiences all over the Arab world and hope to continually engage in such meaningful partnerships in the near future.”
Zena Emad, said: “For an up-and-coming artist like me, it is truly a dream come true to work with GALAXY, a world-renowned brand that has always put women in the centre of its story. As a young woman, I understand the value of encouragement and motivation, and am glad that I now have the chance to help others find their voice and the courage to follow and fulfil their dreams.”
For her part, director Angy Jammal said: “I am grateful to GALAXY for giving me the opportunity to conceptualize this poignant campaign that celebrates the capabilities of Arab women. The world has collectively been put through a wringer, and I cannot think of a better time to release an anthem that will help women rediscover their dreams and passion.”
