Babyshop / UAE / 2020Film · Social
Our Heartbeats.
For UAE National Day, Babyshop celebrated the country's future through images and heartbeats of babies yet to be born.
- Brand
- Babyshop
- Agency
- FP7 McCann Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2020
The challenge
Babyshop wanted to build a stronger connection with Emirati audiences during National Day by offering a meaningful perspective on the country's future.
The idea
A film juxtaposed ultrasound imagery with UAE landscapes, narrated by an Emirati born in 1971. Its soundtrack blended real baby heartbeats with a softer rendition of the national anthem; social participation and in-store activity extended the tribute.
Results
- The WARC case study reports increased sales volumes and value over National Day weekend and engagement from parents sharing their hopes for their children (https://www.warc.com/en/article/babyshop%3A-our-heartbeats-4d7c14f3081b41be9661b8d1b815c294).
Case study source: Campaign Middle East Source ↗
Awards
- WARC Prize for MENA Strategy 2021 — Shortlist (https://www.warc.com/en/article/babyshop%3A-our-heartbeats-4d7c14f3081b41be9661b8d1b815c294)
Credits
- Brand
- Babyshop
- Creative agency
- FP7 McCann Dubai
- Production company
- FEEL Productions
- Director and regional head of strategy
- Tahaab Rais
- Creative director and copywriter
- Aunindo Anoop Sen
- Regional executive creative director
- Oliver Robinson
- Regional executive creative director
- Fouad Abdel Malak
- Cinematography, editing and colour
- Ashraf Muhammadunny
- Music composer
- Joe Dickinson
