#AWorldWeDeserve, an evocative new Ramadan film by Babyshop and FP7McCann
Posted on 2020 May,14  | By ArabAd staff

Children from around the world are the stars of Babyshop’s Ramadan film. In new campaign, the retailer asked youngsters what they’d remember most when the Covid-19 crisis is over.

Their surprising and evocative answers tell an uplifting and unexpected Ramadan story. Because children see the world so clearly. The beauty of it. The possibility of it-even in the midst of uncertainty.

“Contrary to what I expected, they didn’t talk about all the negatives that we see around us in the news,” said Tahaab Rais, FP7 McCann’s regional head of strategy and Truth Central. “They spoke about innocent observations and the good stuff. Stuff we should remember when all of this is over.

“How they were told by their parents about doctors and nurses who have died. How they’ve thanked and noticed that delivery crews and police officers stay on the streets so we can stay at home. How they’ve enjoyed mom and dad being more than just mom and dad. How they’ve been more caring to everyone old because they’ve seen us do that. How they’ve seen us make the effort to be in touch with our families far away for a change. And a whole lot more that really moved me.”

The film, titled ‘A World We Deserve’, taps into the virtues of remembrance and resolve that are intrinsic to Ramadan. Produced under lockdown, it features the children’s evocative answers combined with black and white photography and an original song composed and developed by artists in Dubai and Colorado.


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