2019 Winners & Shortlists

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".