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Recipe for Change

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Recipe for Change

War broke out and thousands of women lost their homes and incomes. So we asked: could tradition become a source of income? Recipe for Change is a model that turns displaced Lebanese women's recipes into a source of income. Each dish became intellectual property, licensed to restaurants globally. Women created the product, restaurants brought it to market, and Puck enabled the system, in a new three-way collaboration. Every meal created income for all partners. What began as a response to disruption became a new model where all parntners contributed to and benefited from the outcome.


Awards

  • D&AD WOOD pencil

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Details

Credits

  • Entrant Company
    • FP7 McCann Dubai
  • Advertising Agency
    • FP7 McCann Dubai
  • Design Agency
    • FP7 McCann Dubai
  • Production Company
    • Craft Dubai
    • No Garlic No Onions
    • Très Content
  • Client
    • Arla Foods
  • Brand
    • Puck

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