Campaign details
Brand: BabyshopBrand owner: Landmark GroupEntrant company: FP7 McCann, DubaiMarket: United Arab EmiratesSector: Clothing & fashion retailMedia channels: Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
Babyshop, the UAE's leading children's retailer, needed to attract high-value Emiratis who didn't consider Babyshop enough.
So, an occasion important to Emiratis was leveraged: The UAE's 49th National Day.
A day before National Day, a compelling tribute launched Babyshop's perspective, avoiding clichéd songs and ads.
It...