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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