2022 Winners & Shortlists

ABU BENTI

BrandMAX FASHION
Product/ServiceMAX FASHION
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryCorporate Purpose & Social Responsibility
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Production RUSH FILMS Dubai, UNITED ARAB EMIRATES
Post Production NESTED VFX Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Creative Strategy?

Some discriminatory practices are thousands of years old. This is the story of how MAX, a value fashion brand, fought against a naming practice that has existed in the Arab world since biblical times. Going against the prevalent culture, the brand’s ‘Abu Benti’ initiative encouraged fathers to include their daughters’ name in their kunya / nickname. Launched on Feb 1st, known as the Arab Women’s Day, the initiative not only got the Arab women & men to connect more with the brand, but it also triggered a larger conversation on the new naming custom and spread across the region.

Background

Some discriminatory practices are thousands of years old. This is the story of how a value fashion brand fought against a naming practice that exists in the Arab world since biblical times. One that discriminates against women. MAX is a fashion retailer, primarily popular among consumers due to its affordable prices and good quality clothes. One of the most unique things about MAX is that it is born and grown in the Middle East, and while it has become a multibillion USD business, it understands the region like no other. So while the pandemic impacted the retail category heavily and sales for all the brands, including MAX declined, MAX knew that the answer was not just about running year-long promotions and sales. Amidst the fiercely intensifying competition from both offline & online players, MAX needed to draw from its local insights to drive deeper connection and relevance.

The Interpretation of the Challenge (30% of vote)

In a challenging category, amid retailers seeking short-term sales to appeal to Arab mothers and launching limited-time discounts, MAX needed to deepen its emotional appeal. Women, especially mothers are the gatekeepers of the family and typically, the decision makers for many categories. This holds true for the retail category and more so for Max, where women & mothers were the main drivers of sales. 86% of Arab women, prefer buying from brands that are meaningful to them and have a purpose (Source: Global Brands Study, YouGov, 2018). Even though discounts are tempting, they prefer to buy in to what the brand stands for, and then buy in to the products sold by the brands. How could we make MAX stand out in an increasingly commoditized category and expand our brand appeal with our customer segment: Arab women? We decided to go after an age-old discriminatory practice against women called “Kunya”.

The Insight / Breakthrough Thinking (30% of vote)

Have you heard someone being called “Ahmed Abu Mohammed” even though his name is “Ahmed”, not “Mohammed”? This is what Kunya is. Essentially “Abu” mean “father of”. And so Ahmed is being called “Ahmed, father of Mohammed”. That’s quite nice isn’t it? It gives you a sense of pride as your name acknowledges the next generation and shows your belonging. But of course, there’s a problem. This practice only applies to your sons. Even if your first born is a daughter, she will not be allowed this place of honor in your name. It gets worse… even if a man has only daughters, he will not be called by the name of his daughter but by the name of his father! It was time to challenge this sad tradition and allow Arab men to wear proudly their daughter’s names, especially because Arab fathers are so proud of their ambitious daughters!

The Creative Idea (20% of vote)

We developed the “Abu Benti” campaign, a movement inviting fathers to include their daughter’s name in their kunya/nickname. Launched on February 1, also known as International Arab Women’s Day, a film kicked off the conversation. We asked different fathers about their kunya, why it doesn’t involve their daughters’ names, and hearing their reaction to a new kunya including their daughter’s names. In addition, outdoor billboards and in-store banners were designed encouraging fathers to join the initiative. We also reached out to different Arab father influencers and persuaded them (and therefore also reaching their followers) to change their Instagram handles to their new kunya. Finally, an in-store activation was launched to allow fathers to fully embrace their new nickname; they could visit any MAX store, bring their favorite T-shirt or sports jersey, and customize it to include the new nickname, allowing them to wear their daughter’s names with pride.

The Outcome / Results (20% of vote)

Since launch, Abu Benti has positively surprised thousands of store visitors with a new way of looking at an age-old tradition, motivated to adopt their daughters’ names in their kunya. On social platforms, the initiative has spread swiftly, reaching over 1.2 million people in just 4 days. Many influencers across the region participated & hundreds of users expressed their thoughts echoing similar sentiments: “A daughter deserves her father being called by her name!” “It made me cry” “My husband always wants to be called Abu Dana” “Love this! Why wasn’t this done for so long!” “I always wanted someone to speak about it! My father doesn’t even mind it!” Additionally, the initiative has also started making rounds in media, with many leading publications covering it extensively. This is just the beginning. With Abu Benti’s positive impact spreading all around, it is set to become a movement across the region.

Please tell us how the brand purpose inspired the work

Value retail brands primarily emphasize their affordable prices and additionally often carry out a high number of sales and promotions. Max decided to stand-out and build an emotional connection with their primary target audience: Arab women. Understanding an age-old discriminatory practice, Max decided to go beyond itself and truly empower the women in the region. Motivated by its own motto of ‘dress for change’, the brand took a stand against the gender-biased practice of Kunya and encouraged men in the region to name their kunya on their eldest daughters. What started with the objective of fighting competition turned into an initiative to empower women and drive gender equality across the region. Consequently, the ‘Abu Benti’ initiative not only created a stronger emotional connection with the brand, but also brought about a massive shift in people’s mindset across the region.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Joe Lahham TBWA\RAAD Managing Director
Jennifer Fischer TBWA\RAAD Chief Innovation Officer
Jim Robbins TBWA\RAAD Executive Creative Director
Alex Pineda TBWA\RAAD Executive Creative Director
Bhaskar Bateja TBWA\RAAD Planning Director
Mohammad El Tayech TBWA\RAAD Strategic planning
Marianne Sargi TBWA\RAAD Production
Alia Fakha TBWA\RAAD Production
Majdy Alawna TBWA\RAAD Copywriter
Laila Alkaf TBWA\RAAD Copywriter
Nada Al Alami TBWA\RAAD Designer
Hind Remy TBWA\RAAD Junior Designer
Ian Carvalho TBWA\RAAD Brand Leader
Adnan Kusybi TBWA\RAAD Account Manager
Romy Abdelnour TBWA\RAAD PR & Communications
Zeina Abuzaid TBWA\RAAD Motion Design
Ezzat Habra TBWA\RAAD Traffic
Naveen Madurakariyan TBWA\RAAD Traffic
Alain Abi Khalil Rush Executive Producer
Elie Ballan Rush Production
Ahmed Noor - Film Director
Elias Trad Rush DOP
Yucel Omer Rush DIT
Media Max Media Max Equipment
Media Max Media Max Equipment
Joe Farhat Rush Sound Engineer
Hamis Arieda Rush Production Manager
Cecile Crolais Rush Wardrobe Stylist
Make up your mind - Make up your mind Hair & Make up Artist
David Richards Rush Location Manager
FStop - FStop Location Services Unit
Ultrafast Transport - Ultrafast Transport Transportation
Links
Video URL   |   Video URL   |   Video URL