MG stands for discovery, for excitement, for adventure. We wanted to reach into our niche audience of millennials and create communication that made them tick. So we scoured our markets for hidden experiences and unknown places. Like the mangroves in Abu Dhabi, the up-and-coming comedy club in Jeddah, the forest in Dubai, and more. We took inspiration from the rising Arabic poetry scene for the VO, creating a truly unique (for the region and category), truly millennial, and truly relevant piece of work.