Nestlé PNG engaged Media Playground to create and produce two TVCs for Maggi products, Maggi Noodles and Kakaruk Stock Cube. The project from a brand objective aimed to promote the products to aid in brand recall collectively. This objective was primary in addition to showing the utility of each product.
Before production of the TVCs, sales for both Kakaruk and Maggi in the market were declining since the previous campaign. The expectation was set that this set of TVCs would cause a spike in sales considering the history of the Maggie brand in Papua New Guinea is extensive. It was also mandatory to ensure cultural sensitivity was maintained when developing creative of a collectivist tone.
Media Playground developed creative that promoted the idea that Maggi Noodles is a product that is shared and favoured by everybody in PNG. This idea was visually captured by positioning the product moving through the hands of different consumers from different regions of PNG. The locations for Maggi Noodles were in multiple locations that required props and wardrobe from different regions in PNG to address that the creative was genuine in capturing this collectivist idea.