Babyshop, a children’s retailer, sends a message of unity from the Middle East to the Middle East and to the world, through a surprising perspective, starting with the month of Ramadan.
Ramadan is a time of the year when Muslims around the world fast during the day, every day, for an entire month. People wake up, pre-dawn, to eat the morning meal. And they abstain from all food and liquids until dusk. Ramadan serves as a reminder about empathy, tolerance, humanity, unity and togetherness; values that are often forgotten in today’s world beset with prejudice, divisions and walls – both physical as well as emotional.
So, this Ramadan, Babyshop, a children’s retailer in the Middle East is inviting people across the Middle East and the world to reconsider accepted thinking and behaviour. In an uncertain time, when the world around us remains divided between “us” vs. “them”, when we’re all building walls between countries, families, neighbours, economic and social statuses and each other, Babyshop is sharing a message of unity during the month of togetherness – but, with a ‘little’ difference; encouraging us to open up our hearts, doors and minds to others by embracing its philosophy of “World Without Walls”.
A film on YouTube and Facebook is launching the idea. It follows the journey of a child making his way through an actual world without walls – from his room to his parents’ room to a luxurious Middle East home to a refugee tent to a South Asian home (where a dad is spotted making some morning sandwiches) to an old people’s nursing home and finally, to an orphanage, and beyond.
Through the film, Babyshop is encouraging people across the region to share the message of a #WorldWithoutWalls. The brand is also implementing in-store activities, on-ground initiatives, social content as well as a co-creative social media activation to bring #WorldWithoutWalls to people around the region, and around the world too.
Watch the film here: https://www.youtube.com/watch?v=AwFuKSIb7Nw
Agency: FP7/McCann Dubai
Production House: Mitra Films
Post-production: Abis Studio
Audio production: BKP
Client team: Ruban Shanmugarajah, Deepak Mahnot, Mitin Chakraborty, Dina Barakat
Creative Direction: Tahaab Rais
Director: Mikkel Blaabjerg Poulsen
DOP: Jonas Berlin
Copywriting, Art Direction, Screenplay: Tahaab Rais
Agency Producers: Karol Akl, Darine Kanj Maalouli
Regional Head of Strategy: Tahaab Rais
GM – Business Unit: Nima Askari
Senior Account Director: Vicky Kriplani
ECD: Oliver Robinson
Creative Director: Mark Williams
Singer: Brittin Lane
Songwriter: Tahaab Rais
Composer: Joe Dickinson
Set Art Director: Tibi Hristu
Construction Coordinator: Alex Gherghe
Wardrobe Stylist Brandusa Ioan
1st AD: Cristi Ciurea
Focus puller: Ionut Perianu
Gaffer: Gabi Sora
Key Grip: Cristi Toader
Editor: Theodora Penciu
Colourist: George Bodrug
Graphic Department: Mihaela Magopat, Anca Adascalitei, Razvan Dit, Lucian Prorocu
Dailies & Data: Cristi Sandu
Post-production Producer: Loredana Moise
Production Manager: Liviu Gherghe
Producer: Costin Rantes