Campaign details
Brand: BabyshopBrand owner: Landmark GroupEntrant company: FP7 McCann, DubaiMarket: United Arab EmiratesSector: Clothing & fashion retailMedia channels: Online video, Social media, Word of mouth,influencersBudget: Up to 500k
Executive summary
Ramadan is the Middle East's Super Bowl.
But in 2020, the Middle East, like the rest of the world, was locked down.
No shoots were allowed across the region. And with budgets frozen, brands could not spend on high-budget imagery.
Babyshop, a children's retailer from the region, promoted optimism instead of promoting offers like other retailers....