Babyshop: Our heartbeats

Children's retailer Babyshop took the national anthem to heart, literally, to boost consideration and gain relevance in the UAE.

Campaign details

Brand: BabyshopBrand owner: Landmark GroupLead agency: FP7 McCann DubaiContributing agency: Feel ProductionsMarket: United Arab EmiratesSector: Clothing & fashion retailMedia channels: Online video, 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 it enough. To do 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...

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