| Title | Al Umobuwah - Rename “Parenthood” |
| Agency | FP7/DXB - McCann Worldgroup |
| Campaign | Al Umobuwah |
| Advertiser | Landmark Group |
| Brand | Babyshop |
| Date of First Broadcast/Publication | 2018 / 3 |
| Business Sector | Drugstores, Specialty Stores |
| Story | 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". |
| Media Type | Digital |
| Length | |
| Brand Team | Ruban Shanmugarajah |
| Brand Team | Deepak Mahnot |
| Brand Team | Mitin Chakraborty |
| Brand Team | Dina Barakat |
| Creative Team | Tahaab Rais |
| Creative Team | Kartik Aiyar |
| Creative Team | Katarina.Vasilj |
| Creative Team | Fanny Abi Rached |
| Creative Team | 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 |
| Executive Creative Director | Oliver Robinson |
| General Manager | Nima Askari |
| Senior Digital Art Director | Rey Amio |
| Designer | sameer ketkar |
| Editor and Motion Artist | Ashraf Muhammadunny |
| Creative / Art Direction | Jad Gosen |
| Social Media Campaign Leader | Devya Ghosn |