| Título | Al Umobuwah - Rename “Parenthood” |
| Agencia | FP7/DXB - McCann Worldgroup |
| Campaña | Al Umobuwah |
| Anunciante | Landmark Group |
| Marca | Babyshop |
| Fecha de primera difusión/publicación | 2018 / 3 |
| Sector Empresarial | Comercios de proximidad, tiendas especializadas |
| Sinopsis | Children's retailer Babyshop has always celebrated parents. But the Arabic word for "parenthood" is actually written as "fatherhood". Babyshop and its agency went ahead and changed the word to reflect the role of mothers. Launched on Mother's Day, the new word attracted both outrage - mainly from conservative men - and approval. But Babyshop could now proudly state that it created "Al Umobuwah", an Arabic word for "parenthood". |
| Medio | Interactivo |
| Duración | |
| Brand Team | Ruban Shanmugarajah |
| Brand Team | Deepak Mahnot |
| Brand Team | Mitin Chakraborty |
| Brand Team | Dina Barakat |
| Miembro del equipo creativo | Tahaab Rais |
| Miembro del equipo creativo | Kartik Aiyar |
| Miembro del equipo creativo | Katarina.Vasilj |
| Miembro del equipo creativo | Fanny Abi Rached |
| Miembro del equipo creativo | Maher Dawah |
| Strategy Team | Tahaab Rais |
| Strategy Team | Moushami Bhattarcharya Dighe |
| Strategy Team | Anna Sadykova |
| Design Team | Mohammed |
| Design Team | Erol Salcinovic |
| Account Team | Nima Askari |
| Account Team | Vicky Kriplani |
| Account Team | Marine Deneufbourg |
| Social Team | Mohtab Arabiat |
| Social Team | Maggie Joseph |
| Director ejecutivo de creación | Oliver Robinson |
| General Manager | Nima Askari |
| Senior Digital Art Director | Rey Amio |
| Diseñador | sameer ketkar |
| Editor and Motion Artist | Ashraf Muhammadunny |
| Dirección artística | Jad Gosen |
| Social Media Campaign Leader | Devya Ghosn |