Brand | BABYSHOP |
Product/Service | RAMADAN AND COVID-19 CAMPAIGN |
Entrant | BABYSHOP Dubai, UNITED ARAB EMIRATES |
Category | Breakthrough on a Budget |
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
|
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.
Credits
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 |