2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The film encapsulates the virtues of remembrance and resolve that are intrinsic to Ramadan, as children from around the world were asked to share what they’ll remember from Covid-19. Combined with poignant photography, an original song (created from children's evocative words) comprising lyrics and harmonies capturing child-like innocence, purity and simplicity, plays as a hauntingly uplifting background score, moving the narrative forward. The film tells an unexpected Ramadan story, respecting the state of our world in COVID-19, avoiding the glitz and glam of conventional Ramadan films. Through the device of "I'll remember....", the brand reiterates that if we learn from what children will remember of Covid-19, we can help build a world we all deserve. The film reminds viewers about the importance of seeing the good amidst all the bad around us, about remembering the ones who sacrifice and about acknowledging the positive changes in and around us.

Cultural / Context information for the jury

Ramadan is a time when Muslims fast from dawn to dusk, meet families and their communities, give to charity, remember the year gone by and resolve to be better as individuals. In 2020, Ramadan was an unprecedented Ramadan due to COVID-19 crisis. Families weren’t able to get together, people were unwell or worse, doors previously open were closed and cities previously bustling with markets and gatherings were locked down. An environment of pessimism lingered in a month that has always been one full of optimism and celebration. Ramadan is also the Middle East’s Super Bowl, when brands air their most entertaining films. But, with lockdowns, no shoots were allowed across the region. And with budgets frozen, brands, especially in the retail category, could not spend on high budget shoots. The typical Ramadan scene of entertaining films was dead. Babyshop, a children’s retailer, wanted to uphold Ramadan's spirit and stand out.

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

Children from around the world were asked to share what they’ll remember once Covid-19 is over. We wrote an original song using those children’s words, encapsulating the virtues of remembrance and resolve that are intrinsic to Ramadan, a month of optimism, togetherness and self-improvement. To bring it to life in a way that'd stand out in the typical clutter of 'Arabic' sounding songs in Ramadan (a cliche that had to be broken), we partnered with Brittin Lane - an upcoming artist and composer from Colorado, USA. Comprised of Brittin's vocals, harmonies and a guitar, the song intentionally captures that child-like innocence, purity and simplicity. Juxtaposed with evocative black and white imagery, the song is hauntingly uplifting. Through the device of "I'll remember....", the song shares the brand’s point of view that if we learn from what children will remember of Covid-19, we can help build a world we all deserve.