The month of Ramadan is a time when Muslims fast from dawn to dusk, meet families and their communities, give a majority of charity, remember the year gone by and resolve to be better as individuals. 

This year, Ramadan across most parts of the world began on Friday, April 24. But it’s going to be an unprecedented Ramadan due to COVID-19 crisis. Families won’t be able to get together, people are unwell and anxious, doors previously open are closed and cities previously bustling with Ramadan markets and gatherings are locked down. An environment of pessimism lingers in a month that has always been one full with optimism and celebration.

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.

The film itself taps into the virtues of remembrance and resolve that are intrinsic to Ramadan. Children from around the world were asked to share what they’ll remember from COVID-19. Their surprising and evocative answers have been combined with poignant photography and inspired an original song, and collectively, tell an unexpected global Ramadan story. Thus, it breaks away from the cliched / big budget Ramadan advertising across the Middle East.

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

Film In English

Film In Arabic

Campaign film credit goes to FP7 McCann MENAT