A World We Deserve.

Ramadan 2020 came with no family gatherings, filming restrictions and a gloomy mood, while Babyshop, a children's retailer in a category squeezed by e-commerce and smaller families, needed to show it stood for something. Its tracking found that children were still optimistic about life after the pandemic.

FP7 McCann Dubai asked children in nine countries what they would remember when Covid-19 was over and built the film from their answers, from the people who worked on the streets while families stayed home to everyone playing hairdresser. Produced under lockdown for less than US$10,000, it paired black-and-white photography with an original song written by Tahaab Rais and composed and sung by Brittin Lane, in English and Arabic versions. Babyshop released it on YouTube on the eve of Ramadan and pushed it through influencers, news platforms, social media and Spotify; Communicate reported that the money a big Ramadan production would have cost went to social initiatives and relief measures instead.