Maggi Arabia
Bringing Nature To Your Kitchen
Agency and client cut
Director’s cut
I was hired by Flavor Republic to come up with the concept, scripts, and campaign line for Maggi Arabia’s summer bouillon campaign.
Below is how I originally presented my concept to the agency.
Original Idea Presentation
Idea
BRINGING NATURE INSIDE YOUR KITCHEN
Maggi’s Bouillon cube is 100% made of natural ingredients. Cooking with Maggi’s Bouillon is like bringing nature inside your kitchen. And this is what we want to show, all the natural ingredients of the Bouillon inside the kitchen.
Chickens will be running around or coming out of cupboards, plants will be in pots all around the kitchen, and spices will be scattered on the tables.
The camera will move from one ingredient to another until we reach the Maggi cube, in a way that implies that all the previous ingredients are actually within this cube.
Very slow motion of Maggi cubes falling in different liquids being cooked on stoves, when they reach the liquids they splatter and form pretty flower like shapes around the cubes.
The flower-like shapes reflect the idea of the natural ingredients of the cube.
Script
The best things about nature
Are inside your kitchen
Between your hands
In the little cubes
That make all the difference
Maggi,
Cook the difference
Arabic Script
كل حاجة حلوة فى الطبيعة
جوة مطبخك
بين ايدكي
في مكعبات صغيرة
تعمل كل الفرق
ماجي
اطبخي الفرق
