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.
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