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FP7 McCann creates ‘A World We Deserve’ for Babyshop

Children from around the world help create Covid-19 Ramadan campaign

Babyshop is a leading children’s retailer in the Middle East with a growing presence in Asia. Its 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. 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.

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 is hoping to continue to remind 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 when we get through this challenging phase.

The song that’s featured in the film is an original song composed and developed by artists from Dubai and Colorado.


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

Marketing Manager: Mona El Zibda

Creative Manager: Karla Nicoletti

Asst. Manager, Social Media: Joana Lima


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