Brand | BABYSHOP |
Product/Service | RAMADAN CAMPAIGN |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Use of Original Music |
Idea Creation
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Placement 2
|
OMD Dubai, UNITED ARAB EMIRATES
|
PR
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Production
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Production 2
|
MITRA FILM Bucharest, ROMANIA
|
Production 3
|
ABIS STUDIO Bucharest, ROMANIA
|
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...”
Credits
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Mikkel Blaabjerg Poulsen |
Octopuss.tv |
Film Director |
Jonas Berlin |
Octopuss.tv |
DOP |
Tahaab Rais |
FP7 McCann Dubai |
Regional Head of Strategy |
Nima Askari |
FP7 McCann Dubai |
General Manager - Business Unit |
Vicky Kriplani |
FP7 McCann Dubai |
Senior Account Director |
Oliver Robinson |
FP7 McCann Dubai |
Executive Creative Director |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Karol Akl |
FP7 McCann Dubai |
Agency Producer |
Darine Kanj Maalouli |
FP7 McCann Dubai |
Agency Producer |
Mark Williams |
McCann Manchester |
Creative Director |
Khazmin Jumain |
FP7 McCann Dubai |
Social Strategist |
Brittin Lane |
Brittin Lane |
Singer |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Joe Dickinson |
BKP |
Compsoer |
Costin Rantes |
Mitra Films & Abis Studio |
Producer |
Tibi Hristu |
Mitra Films & Abis Studio |
Set Art Director |
Brandusa Ioan |
Mitra Films & Abis Studio |
Wardrobe Stylist |
Cristi Ciurea |
Mitra Films & Abis Studio |
First Assistant Director |
Theodora Penciu |
Mitra Films & Abis Studio |
Editor |
George Bodrug |
Mitra Films & Abis Studio |
Colourist |
Loredana Moise |
Mitra Films & Abis Studio |
Post-Production Producer |
Liviu Gherghe |
Mitra Films & Abis Studio |
Production Manager |
Ruban Shanmugarajah |
Babyshop |
Chief Operating Officer |
Deepak Mahnot |
Babyshop |
Head of Marketing |
Mitin Chakraborty |
Babyshop |
Senior Marketing Manager |
Dina Barakat |
Babyshop |
Marketing Manager |
Ashraf Muhammedunny |
FP7 McCann Dubai |
Case Editor and Motion Artist |