2019 Winners & Shortlists

AL UMOBUWAH: PUTTING "MUM" INTO "PARENTHOOD"

Short List
Client/BrandBABYSHOP
Product/ServiceMOTHER'S DAY BRAND ACTIVATION
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntryPosters
CategoryRetail, e-Commerce, Restaurants & Fast Food Chains
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES
Additional Company INHYPE Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

In Arabic, the word “parenthood”, featured in Babyshop's positioning, meant “fatherhood”. No Arabic word for “parenthood” included or implied "mother". Working with linguists and calligraphy artists, we created a new Arabic word: AL UMOBUWAH (a word that means “Motherhood and Fatherhood”). Through design annotations that didn’t change the meaning , we reinforced the inclusion of “mum” into the word ‘parenthood’ visually too. A key element in the integrated plan were print ads. At first glance, people could read the Arabic word for “parenthood” that meant “fatherhood, but it had a missing part right in the centre of the word, that gave the impression of a misprint, at first. And only when people got closer, could they see faint dotted lines, that when joined, would change the existing word for “parenthood” (Al Obuwah) into our new word (Al Umobuwah). And as a result, evolve its meaning by including “mum” into “parenthood”.

Translation

Translation: The Arabic word for 'parenthood' means 'fatherhood'. It does not include 'mother'. So, let's put 'mum' into 'parenthood' by using a new word: Al Umobuwah. Background: "AL OBUWAH" translates into "Parenthood" but implies "Fatherhood". The word we created, "AL UMOBUWAH" translates into "Parenthood" too but importantly, implies "Motherhood AND Fatherhood".

Credits

Name Company Position
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Tahaab Rais FP7 McCann MENAT Creative Director
Kartik Aiyar FP7 McCann Dubai Creative Director
Oliver Robinson FP7 McCann Dubai Executive Creative Director
Tahaab Rais FP7 McCann MENAT Copywriter
Kartik Aiyar FP7 McCann Dubai Copywriter
Nima Askari FP7 McCann Dubai General Manager - Business Unit
Vicky Kriplani FP7 McCann Dubai Senior Account Director
Marine Deneufbourg FP7 McCann Dubai Account Manager
Devya Ghosn InHype Social Campaign Manager
Jad Gosen InHype Commercial Manager
Katarina Vasilj FP7 McCann Dubai Art Director
Fanny Abou Rached FP7 McCann Dubai Copywriter
Mohtab Arabiat FP7 McCann Dubai Social Media Director
Maggie Joseph FP7 McCann Dubai Social Community Manager
Rey Amio FP7 McCann Dubai Senior Digital Art Director
Sameer Ketkar FP7 McCann Dubai Senior Designer
Ashraf Muhammadunny FP7 McCann Dubai Editor and Motion Artist
Mohamed Hamdan FP7 McCann Dubai Senior Graphic Designer
Ruban Shanmugarajah Babyshop Chief Operating Officer
Deepak Mahnot Babyshop Head of Marketing
Mitin Chakraborty Babyshop Senior Marketing Manager
Dina Barakat Babyshop Marketing Manager