This was a junior team idea that languished at the bottom of a drawer for three years. Despite our persistent pitching, it seemed destined to be forgotten—a familiar tale.

It might have gathered dust indefinitely, until the idea encountered Um Ali, a Lebanese cook and influencer in her own right, thanks to our incredible Lebanese CCO at the Dubai FP7/McCann office. We are forever indebted. And so are thousands of women across the world.