12 Jul 2024 22:40

Advertising & Marketing

World Without Walls

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


Brand: Babyshop

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 

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