2019 Winners & Shortlists

WORLD WITHOUT WALLS

BrandBABYSHOP
Product/ServiceRAMADAN CAMPAIGN
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryRetail, e-Commerce, Restaurants & Fast Food Chains
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 typical retail offers and promotions. Through a film, on social media and online platforms, we shared a new perspective with the world - that if we see the world through the innocent eyes of a child, we too could see a world without prejudices and boundaries. 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.

Credits

Name Company Role
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