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Al Umobuwah: Putting "Mum" into "Parenthood"

Al Umobuwah: Putting "Mum" into "Parenthood" | Babyshop | Fortune Promoseven (FP7)
下载原始文件 下载原始文件 JPG | 1702x2400px
基本信息
行业: 零售与分销
媒体:设计与品牌
投放:阿拉伯联合酋长国
风格: Minimalism
说明cnen
Babyshop, a children’s retailer across Saudi Arabia, UAE and the Gulf, needed to improve its reputation with Arab millennial mothers.

While the Middle East, especially Saudi Arabia, has progressed regarding women’s rights, the Arabic word for ‘parenthood’ (a part of Babyshop’s positioning of ‘Celebrating Parenthood’) meant ‘fatherhood’, owing to Arabic’s etymology.

So, Babyshop became the first brand to create a new Arabic word.

Despite negative feedback from conservatives, we propagated the word and won. By July 2019, the word will be reviewed for inclusion in the Arabic dictionary.
制作信息
品牌:
广告公司:
制作公司:
奖项
D&AD 2019
入围 公益创意
Design/Brands
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