Putting the “Mother” into Mother’s Day

Turns out the Arabic word for parenthood (pronounced “Al Obuwah”) translates as “fatherhood.” So in the spirit of acknowledging mom’s role, Middle East retailer Babyshop and their agency FP7/DXB created a new Arabic word: Al Umobuwah.

The word, built by the agency and a team of Arabic writers and linguists translates as “Motherhood and Fatherhood.”

To build awareness, the campaign includes in-store and out-of-store interactive experiences – with the ultimate goal of having the word officially recognized in the Arabic dictionary.

 
Babyshop Mothersday FP7/DXB | STASH MAGAZINE

Babyshop Mothersday FP7/DXB | STASH MAGAZINE

Babyshop Mothersday FP7/DXB | STASH MAGAZINE

Babyshop Mothersday FP7/DXB | STASH MAGAZINE

Client: Babyshop

Agency: FP7/DXB, Dubai, UAE
Brand Team: Ruban Shanmugarajah, Deepak Mahnot, Mitin Chakraborty, Dina Barakat
Creative Team: Tahaab Rais, Kartik Aiyar, Katarina Vasilj, Fanny Abi Rached, Maher Dawah
Design Team: Mohammed, Erol Salcinovic
Social Team: Mohtab Arabiat, Maggie Joseph
 
 

Comments
2 Responses to “Putting the “Mother” into Mother’s Day”
  1. Mahmoud Ahmed says:

    With all the respect to who made this video, but I have to say that the Arabic language has a synonym for “Motherhood” and it is الأمومة (ALAMOUMAH). Anyone can try it on google translate. No need to create a new word. The Arabic language is rich enough and this video was made based on a very wrong concept.
    Thank you.

  2. Hi Mahmoud, unless I misunderstood the purpose of the project, the goal was not to create a new word for “Motherhood” but to adapt the word “Parenthood” to include both Father and Mother.