Babyshop: Al Umobuwah – Putting 'Mum' Into 'Parenthood'

Babyshop, a children’s retailer, challenged deep-rooted conventions and drove brand love among mothers in the Middle East by creating a new Arabic word for parenthood.

Campaign video: Babyshop – Al Umobuwah – Putting 'Mum' Into 'Parenthood'

Credits

Media agency: FP7 McCann DubaiCreative Director, Copywriter: Kartik Aiyar / Tahaab RaisExecutive Creative Director: Oliver RobinsonGeneral Manager - Business Unit: Nima AskariSenior Account Director: Vicky KriplaniAccount Manager: Marine DeneufbourgArt Director: Katarina VasiljCopywriter: Fanny Abou RachedSocial Media Director: Mohtab ArabiatSocial Community Manager: Maggie JosephSenior Digital Art Director: Rey AmioSenior Designer: Sameer KetkarEditor and Motion Artist:Ashraf Muhammadunny...

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