Ramadan is the time of the year, when people are reminded about empathy, tolerance, humanity, unity and togetherness — values that are often forgotten in today’s world beset with prejudice, divisions and walls – both physical as well as emotional.
Babyshop has taken this thought forward. Together with its agency, FP7/McCann Dubai, the children’s retailer in the Middle East is inviting people across the region and the world to reconsider accepted thinking and behavior.
In an uncertain time, when the world around us remains divided, building walls between countries, families, neighbors, economic and social statuses, Babyshop is sharing a message of unity during the month of togetherness with the idea of exploring a ‘World Without Walls’.
A film on YouTube and Facebook is launching this idea. It follows the journey of a child making his way through an actual world without walls – from his room to his parents’ room to a luxurious Middle East home to a refugee tent to a South Asian home to an old people’s nursing home and finally, to an orphanage and beyond.
Through the film, Babyshop is encouraging people across the region to share the message of a #WorldWithoutWalls. The brand is also implementing in-store activities, on-ground initiatives, social content as well as a co-creative social media activation to bring #WorldWithoutWalls to people around the region, and around the world too.
Agency: FP7/McCann Dubai
Production House: Mitra Films
Post-production: Abis Studio
Client Team: Ruban Shanmugarajah, Deepak Mahnot, Mitin Chakraborty, Dina Barakat
Creative Direction: Tahaab Rais
Director: MikkelB laabjerg Poulsen
DOP: Jonas Berlin
Copywriting, Art Direction, Screenplay: Tahaab Rais
Agency Producers: Karol Akl, DarineKanj Maalouli
Regional Head of Strategy: Tahaab Rais
GM – Business Unit: Nima Askari
Senior Account Director: Vicky Kriplani
ECD: Oliver Robinson
Creative Director: Mark Williams
Singer: Brittin Lane
Songwriter: Tahaab Rais
Set Art Director: TibiHristu
Construction Coordinator: Alex Gherghe
Wardrobe Stylist: Brandusa Ioan
1st AD: Cristi Ciurea
Focus Puller: Ionut Perianu
Gaffer: Gabi Sora
Key Grip: Cristi Toader
Editor: Theodora Penciu
Colorist: George Bodrug
Graphic Department: Mihaela Magopat, Anca Adascalitei, Razvan Dit, Lucian Prorocu
Dailies & Data: CristiSandu
Post-production Producer: Loredana Moise
Production Manager: Liviu Gherghe
Producer: Costin Rantes