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'


Media agency: FP7 McCann Dubai Creative Director, Copywriter: Kartik Aiyar / Tahaab Rais Executive Creative Director: Oliver Robinson General Manager - Business Unit: Nima Askari Vicky Kriplani Marine Deneufbourg Katarina Vasilj Fanny Abou Rached Mohtab Arabiat Maggie Joseph Rey Amio Sameer Ketkar Ashraf Muhammadunny

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