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.

 

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