GRAPHIC NOVEL PUTS SPOTLIGHT ON INSPIRING WOMEN
One of the best ways for brands to get a leg up in this competitive climate and distinguish themselves from the rest of the pack is to tell their brand story in a meaningful way. Maggi, the trusted brand that is synonymous with cooking aids, has evolved from an important cooking ingredient into the woman’s trusted partner in the kitchen, very much thanks to its Maggi Diaries digital campaign launched two years ago. By engaging real women throughout their Maggi Diaries --the online cultural and culinary journey of ordinary housewives around the Middle East-- the brand has indeed been trying to inspire all women to unlock their potential and make a difference in their lives and the lives of people around them. The video series went on telling real stories, exploring and documenting the life of women who have overcome challenges to make a difference to the lives of those around them. Keen on forging meaningful, profitable and long-lasting connections with its customers, Maggi not only provided a platform for women's voices to be heard, but drove real change for their causes - all while directly involving its audience. True to its brand story, Maggi kept calling for all women to realise the power within, to overcome the challenges before them, and ultimately become #Womenofchange. Through this journey, people have had the chance to meet exceptional women, such us Aisha el Channa campaigning to remove the stigma around single moms,
Lina Khalifeh teaching self-defense against domestic abuse, or Maha Laziri building schools for the less fortunate in Morocco, MAGGI Diaries has provided every "woman of change" with the means to voice her message. In addition to their current target audience for the online and TV series, Maggi realised the need to tap into new younger demographics and reach out to the younger, more progressive women in the GCC to drive change in the region. With comic culture continuing to flood the Middle East, the brand identified an opportunity to turn these women into modern life heroines for female empowerment in the region. The result: a beautiful and elegant graphic novel initiated by Publicis ME agency and created with the collaboration of three female artists from the region who illustrated the lives of three "women of change". Each story dramatised the real-life events of each woman, as they overcome extraordinary challenges, only to emerge as true women of change. Comics might just be the perfect medium for non-fiction. This entertaining graphic novel not only tells inspiring stories but also oozes into your brain, heart and makes a mark. Everything about this book is unique: simple drawings for a delightful format, subtle branding, heartwarming real stories that keep you abreast till the end. Presented in both Arabic and English, "Women of Change" graphic novel comes in limited edition, which will make it a collector's item for every fan of this art genre. This is the kind of marketing efforts that not only strengthen the brand purpose of “making a difference” but is sure to help gain more loyalty and affinity for a brand that has really perfected its voice and how to communicate with its legion of devotees.
‘Women of Change’ graphic novel
Illustration by Karen Keyrouz
Illustration by Zeina Bassil
Illustration by Raphaelle Macaron