Babyshop is a leading children's retailer in the Middle East; in terms of number of stores and customers served, every day.

But, the retail category in the Middle East has been on the decline.

In a tough retail market, we believed the Babyshop brand and business needed to go to the next level by creating an emotional connection.

In a time when many retailers focused their advertising budgets on rational persuasion, we persuaded Babyshop to invest their relatively modest marketing budgets in not overtly 'selling' products, but in emotional brand building.

Analysis of sales figures revealed that a majority of Babyshop’s profits could be achieved over the crucial Ramadan trading period. But, most Babyshop consumers didn’t relate Babyshop with Ramadan.

We needed one emotive Babyshop Ramadan story, that was as omni-channel as Babyshop was, creating an emotional connect and reversing the trend of declining sales in a potentially profitable Ramadan.

WE NEEDED TO WIN OVER TWO AUDIENCES: CONSUMERS (CHILDREN) AND BUYERS (PARENTS).

· Children needed to be part of Babyshop’s Ramadan story.

· Parents needed to feel a respect and emotional connection to Babyshop.

WHAT WE NEEDED TO DO IN OUR PURPOSE DURING RAMADAN:

EMBODY THE REAL CHARM AND VALUES OF RAMADAN.

· Emotional and heart-warming: People needed to feel affinity, for our story to endure in their minds.

· Memorability: Parents use Ramadan as the stage to impart key human and moral values to their children. We needed to do the same.

· Surprising: Be surprising, in a month where a lot of expected advertising abounds.

· Music: An ownable ‘musical handwriting’ that'd resonate.

· Originality: An original perspective that'd stand out in the clutter of retail communications and content during Ramadan.

THE CREATIVE IDEA:

"World Without Walls": Getting adults to see the world through the eyes of children.

In Ramadan, we were creating a new visual handwriting for Babyshop; something that wasn't explored by other retailers in the Middle East.

Now, we also needed to create musical handwriting.

So, we created an original song titled "World Without Walls" in English and Arabic.

Staying true to the spirit behind the idea of "World Without Walls", the song was written, composed and sung by upcoming artists from across Dubai, USA and Lebanon.

And its lyrics embodied and echoed the child-like innocence and spirit as depicted in the film too: “There is a place, where I want to take you. A place with no doors, walls or divisions. A place where we all share a home. So, let’s go on, with me, with me. Come see, your world, through me, through me. As I’ve made this place, for us, for us. But then, this place, fades away, from us, from me...”