World Without Walls.
Babyshop's Ramadan 2018 film follows a small child through a world without walls, from a wealthy home to a refugee tent, a nursing home and an orphanage, as a call for unity.
- Brand
- Babyshop
- Agency
- FP7 McCann Dubai
- Market
- UAE, Saudi Arabia, Kuwait, Bahrain, Oman
- Region
- GCC
- Year
- 2018
The challenge
Ramadan is when Babyshop makes most of its profit, but shoppers did not remember its earlier efforts and physical retail was losing ground to e-commerce and smaller families. The brand set Ramadan's values of empathy and togetherness against a world increasingly split into 'us' and 'them'.
The idea
Directed by Mikkel Blaabjerg Poulsen for Mitra Films, the film follows a child making his way from his own room to his parents' room, then on through a luxurious Middle Eastern home, a refugee tent, a South Asian home, a nursing home and an orphanage. It launched on YouTube and Facebook with an original song written by Tahaab Rais, composed by Joe Dickinson and sung by Brittin Lane. #WorldWithoutWalls carried on with a children's storybook, a Ramadan collection, 360-degree experiences in stores and children's play areas, on-ground activity and a co-creation push on social media.
Results
- 29% growth, Babyshop's highest ever during Ramadan, and US$4.3 million in earned media value, according to a WARC case study
- The most watched and shared Ramadan ad by a retailer in 2018, with a profit ROI of 10:1, according to the agency's WARC Prize for MENA Strategy paper
Case study source: ArabAd Source ↗
