2020/2021 Winners & Shortlists

A WORLD WE DESERVE

Short List
BrandBABYSHOP
Product/ServiceRAMADAN AND COVID-19 CAMPAIGN
EntrantBABYSHOP Dubai, UNITED ARAB EMIRATES
CategoryUse of Original Composition for a Brand or Campaign
Idea Creation FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement FP7 McCANN Dubai, UNITED ARAB EMIRATES
PR FP7 McCANN Dubai, UNITED ARAB EMIRATES
Production FP7 McCANN Dubai, UNITED ARAB EMIRATES
Additional Company TACTICAL DIGITAL AGENCY Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Entertainment?

Ramadan is the Middle East’s Super Bowl, when brands air their most entertaining films. But in 2020, the Middle East was locked down during Ramadan. A depressing Ramadan had a depressing entertainment scene, with no film shoots allowed across the Middle East. To uplift the mood during Ramadan, a month of optimism, Babyshop wrote and created an original song and a music video, inspired from what 14 children shared from around the world, and the song and the music video travelled not just across the Middle East but also, the world.

Background

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 really entertaining films were shot because of restrictions and bans on film production. A depressing Ramadan had a depressing entertainment scene. Babyshop, a children’s retailer from the region, wanted to uplift the mood, and win share of earned media, alongwith brand and business growth.

Describe the creative idea

A WORLD WE DESERVE: We asked children from Babyshop’s 9 markets worldwide to share what they’ll want us to remember when COVID-19 was over. Their words helped Babyshop create a moving Ramadan message to resonate throughout Ramadan, throughout COVID-19 and throughout the world. In a challenging economic environment, with production lockdowns in the Middle East, as an idea and as an execution, the film completely broke away from the typical mold of Ramadan ads (mega production, celebrity endorsements, dances, people getting together, eating together, celebrating together, doing kind acts for others and the like). In sharing 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, Babyshop reminded people about the importance of seeing the good amidst all the bad around us; not just during Covid-19, but even when we get through this challenging phase.

Describe the strategy

During the most unconventional Ramadan the region has experienced, we did not want to promote conventional Ramadan offers like other retailers to win short-term spike. We aimed to build a connection with our target audience of Babyshop - Moms - and chose to promote optimism. Now, to promote optimism, if we couldn’t shoot a film out in the world, we wanted to create a film from Babyshop’s markets around the Middle East and the world, through the eyes of children. Because if we saw the world through the eyes of a child, we could create a world we deserve. This would help us not just build Babyshop’s appeal as a children’s brand but also, in doing so, form an indelible link with Babyshop’s buyers: Moms. And the one way to reach out to moms and children across our markets, within lockdowns, was through using social media.

Describe the execution

First, through crowdsourcing marketing across social media, we asked (parents and their) children from its 9 markets worldwide to share what they’ll want us to remember when COVID-19 was over. Next, we wrote an original song using those children’s words. And then, we partnered with an upcoming artist and composer from Colorado, USA. The result was a moving music video on social media platforms, aptly titled, "A World We Deserve", inspired from what 14 children shared. Launched online, with a production, media and CSR budget of US$75,000, the children’s messages travelled across 68% countries worldwide. Through a “Wish For A World You Deserve” Activation on Social Media, children around the world shared wishes for a greener planet, for differently abled children and for underprivileged children (and some even asked for something for themselves). Babyshop delivered upon those wishes in the Middle East and Globally. 23 influencers organically spread the message.

Describe the outcome

151 organic articles created more awareness, across platforms such as: The Drum, BuzzFeed, 9GAG, TrendHunter, Social Business, AdForum among many others. The idea became the top ranked idea worldwide, the #1 Ramadan film globally and the song became the #1 Ramadan song globally. Baby & Child, Fashion with Style It was shared across schools in the Middle East and abroad. 60% of Babyshop’s audience reached. 142 million cross platform views. +120% Brand Awareness during Ramadan in COVID-19. +270% Brand Conversations during Ramadan in COVID-19. +350% Volume Growth during Ramadan 2020 (April-May) vs Ramadan 2019. +425% Volume Growth during COVID-19 (March-June 2020) vs Pre-COVID-19.

Credits

Name Company Role
Mitin Chakraborty Babyshop - Landmark Group Head of Marketing
Oliver Robinson FP7 McCann Dubai Regional ECD
Fouad Abdel Malak FP7 McCann Dubai Regional ECD
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Vicky Kriplani FP7 McCann Dubai Group Account Director
Karim Kazan FP7 McCann Beirut Executive Creative Director
Aunindo Sen FP7 McCann Dubai Creative Director
Tahaab Rais FP7 McCann Dubai Creative Director, Copywriter
Vicky Kriplani FP7 McCann Dubai Agency Producer
Syed Shuja FP7 McCann Dubai Art Director
Amit Borawake FP7 McCann Dubai Retoucher
Tahaab Rais FP7 McCann MENAT Director
Brittin Lane Brittin Lane Music Singer
Brittin Lane Brittin Lane Music Composer
Tahaab Rais FP7 McCann Dubai Lyricist
Ashraf Muhammedunny FP7 McCann Dubai Editor, Motion Artist, Colourist
Links
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