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Children Around the World Virtually Come Together for Babyshop's Ramadan Message

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With Covid-19 changing Ramadan plans across the world, FP7 McCann brings together the heart of the festival virutally

Children Around the World Virtually Come Together for Babyshop's Ramadan Message

The month of Ramadan is a time when people fast from dawn to dusk, meet families and their communities, give a majority of charity, remember the year gone by and resolve to be better as individuals. 

This year, Ramadan across most parts of the world begins on Friday, April 24th. But it’s going to be an unprecedented Ramadan due to the Covid-19 crisis. Families won’t be able to get together, people are unwell and anxious, doors previously open are closed and cities previously bustling with Ramadan markets and gatherings are locked down. An environment of pessimism lingers in a month that has always been one full with optimism and celebration.

Babyshop is a leading children’s retailer in the Middle East with a growing presence in Asia. It's actively advocating its purpose - one that’s focused on making the world a better place for every child – in these unforeseen times. And using Ramadan as the stage, Babyshop is sending out a message of optimism to the world. Through the eyes and the words of children from around the world, the brand has launched a film and a song with FP7 McCann. And it has also implemented a series of acts to take care of those on the frontlines and their families. Key news platforms and influencers in the Middle East have partnered to support the idea throughout Ramadan. 

The film itself taps into the virtues of remembrance and resolve that are intrinsic to Ramadan. Children from around the world were asked to share what they’ll remember from Covid-19. Their surprising and evocative answers have been combined with poignant photography and inspired an original song, and collectively, tell an unexpected Ramadan story. In a challenging economic environment, with production lockdowns in the Middle East, as an idea and as an execution, the film completely breaks away from the typical mold of Ramadan ads (mega production, celebrity endorsements, dances, people getting together, eating together, celebrating together, doing kind acts for others and the like).

In sharing the brand’s point of view that if we learn from what children will remember of Covid-19, we can help build a world we all deserve, Babyshop reminds people about the importance of seeing the good amidst all the bad around us, about remembering the ones who sacrifice for the rest, about acknowledging the positive changes in ourselves, and about valuing the things we should hold dear to; not just during Covid-19, but even after.

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Children contributors: Aayrah (7), Abdullah (8), Justin (5), Vishank (7), Isra (6), Fahad (9), Danielle (6), Aydin (4), Minha (8).


Client: Babyshop

Head of Marketing: Mitin Chakraborty


ProductIon: FP7 McCann Dubai

Director: Tahaab Rais

Producer: Vicky Kriplani

Editor and Colourist: Ashraf Muhammadunny


Creative: FP7 McCann Dubai

Regional ECD: Oliver Robinson

Regional ECD: Fouad Abdel Malak

Creative Director, Copywriter, Art Director: Tahaab Rais

ECD, Copywriter, Art Director: Karim Kazan

Creative Director: Aunindo Sen

Regional Head of Strategy: Tahaab Rais

Group Account Director: Vicky Kriplani

Singer: Brittin Lane

Songwriter: Tahaab Rais

Composer: Brittin Lane

Retoucher: Amit Borawake

Genres: Dialogue, Storytelling, People

Categories: Retail Stores, Retail and Restaurants

McCann EMEA, Fri, 24 Apr 2020 14:10:30 GMT