2019 Winners & Shortlists

Write a short summary of what happens in the film.

Ramadan is a month when Muslims fast from pre-dawn to pre-dusk, abstaining from food and drink all-day. Children, around 9-years-old, are encouraged to start fasting too. The fast typically starts pre-dusk (between 3-4 am). People wake up to eat and drink enough to suffice them for the entire day. This film starts with that moment of Suhour (starting the fast). It follows the journey of a child making his way through a world without walls: from his room to his parents’ room to a luxurious Middle East home to a refugee tent to a South Asian home to an old people’s nursing home and finally, to an orphanage, and beyond... Until a surprising reveal, where the brand, Babyshop, shares its Ramadan perspective: “If we see the world through the eyes of a child, we too could see a world without walls.”

Cultural/Context information for the jury

We live a world divided by prejudices and boundaries. But Ramadan, a month of unity in this divided world, is a time for new perspectives. So, when Babyshop wanted to win attention and consideration from its target audience (parents), we needed to redefine the way that a retail brand spoke during Ramadan’s clutter of retail offers and promotions. We shared a new perspective with the world: If we see the world through the innocent eyes of a child, we too could see a world without prejudices and boundaries. And through a child’s evocative and meaningful story, we showed how Ramadan and the world is a better place, if seen from the eyes of a children.

Tell the jury about the creation of the original music track.

In Ramadan, we were creating a new visual handwriting for Babyshop; something that wasn't explored by other retailers in the Middle East. Now, we also needed to create musical handwriting. So, we created an original song titled "World Without Walls" in English and Arabic. Staying true to the spirit behind the idea of "World Without Walls", the song was written, composed and sung by upcoming artists from across Dubai, USA and Lebanon. And its lyrics embodied and echoed the child-like innocence and spirit as depicted in the film too: “There is a place, where I want to take you. A place with no doors, walls or divisions. A place where we all share a home. So, let’s go on, with me, with me. Come see, your world, through me, through me. As I’ve made this place, for us, for us. But then, this place, fades away, from us, from me...”