After more than fifteen years of partnership and a highly successful advertising series, MAAF needed to refresh a well-established creative voice in a sector under heavy advertising pressure.

Preserve the brand’s awareness and attribution while renewing attachment to the brand and its impact with a broader audience.

New Business revived the brand’s historic spy universe, modernizing the writing, production and art direction. The new series gains in emotion, humor and complicity, while keeping immediate brand recognition and clear MAAF messages.

No. 1 in ad recall
No. 3 in spontaneous awareness: 31%