Group Creative Director
Puck®
Recipes for Change
Recipes for Change
After the 2024 war in Lebanon,
1.3 million people lost their homes.
Most of them were mothers and children.
They left with what they could carry,
and what they couldn't put down.
A recipe isn't really a list of ingredients.
It's a Sunday afternoon at your grandmother's table.
The smell that meant safety. A handwriting only your family could read.
When everything else burned, that was what these mothers still had.
Recipe for Change asked the world to pay for it.
Six displaced mothers, Ibtihaj, Fidaa, Viviane, Nada, Amani, and Feryal,
opened the books they had carried for generations and taught chefs around the world
to cook the dishes the world had been quietly eating as their own.
Each plate carried her illustration. A QR code carried her voice.
Each meal, a small step home.
Lebanese food has fed the world for generations.
For the first time, it fed the women who created it.
Agency:
FP7 McCann
Role:
Group Creative Director
FP7 McCann
Role:
Group Creative Director
The Documentary
Behind the Recipes
Ibtihaj's Zenkol
Fida's Cheese Ma'amoul
Viviane's Macaroni B Crème
Nada's Mouhalibiya
Amani's Spinach and Cheese Fatayer
Feryal's Kebbet Batata with Cheese