The United Arab Emirates (UAE) was formed in 1971 combining the 7 Emirates of Dubai, Abu Dhabi, Sharjah, Ajman, Fujairah, Ras Al Khaimah and Umm Al Quwain. The country’s growth in just 5 decades is worth noting. And it’s not just restricted to building the world’s tallest building or the biggest airport, but also visible in parameters like life expectancy, health and socio-economic progress. The UAE continues to build a UAE of the future – always seeking to design a UAE that its people deserve.
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The Year 2020, despite the crisis, has been proclaimed to be the Year of Getting Ready for the UAE’s 100th Anniversary in 2071. 50 years ago, its founding fathers designed the lives its people lead today. With its vision set to be one of the world’s most reputed nations, the country is looking forward to the next fifty years and enabling a positive future for its generations to come.
Now, every year, on December 2, the UAE celebrates its unification and its achievements on its National Day. And we see a milieu of songs and messages from leading brands such as this and this.
Babyshop, founded in 1973, has stood for ‘giving children a world they deserve’ and through its products, services, experiences and acts, Babyshop has brought that promise to life over the years.
So, on December 1, a day prior to UAE’s 49th National Day, to make the occasion, in an environment riddled with anxiety about the future (and amidst the typical songs and ads of National Day), Babyshop is sharing an unexpected message of optimism by sharing a glimpse into the UAE’s future; a message that brings hope and optimism, featuring those whose first steps will be the nation’s next.
A film titled “Our Heartbeats”, pays an ode to the future of the nation, on the day it was born. Narrated through the voice of Mr Faisal, a man from the UAE, born in 1971 (the year of UAE’s formation), the film features never-seen-before shots of both babies being formed (through ultrasound, 3D and 4D scans of babies in the womb) juxtaposed with metaphorical shots of many unseen parts of the UAE depicting its own formation and progress (through aerial shots). The soundtrack is an original soundtrack composed in the UK which merges real heartbeats with a special softer rendition of the UAE National Anthem.
Credits
Brand: Babyshop
Head of Marketing: Mitin Chakraborty
Asst. Manager – Social Media: Joana Lima
Agency: FP7 McCann Dubai
Regional Executive Creative Directors: Oliver Robinson, Fouad Abdel Malak
Regional Head of Strategy: Tahaab Rais
Group Account Director: Vicky Kriplani
Creative Director, Copywriter: Aunindo Anoop Sen
Copywriter: Vaibhava Bhatnagar
Art Director: Smit Agrawal
Head of Arabic: Manar Munjed
Account Manager: Alston D’sa
Production Company: FEEL Productions
Director: Tahaab Rais
Producer: Sandip Shivtarkar
Cinematography, Editing and Colourist: Ashraf Muhammadunny
Music composer: Joe Dickinson
Sound engineer: Aswin Kumar
Production Coordinator: Jayvee John Vonn Banaag