Babyshop: Our Heartbeats

Babyshop, a leading children’s retailer in the UAE, is seeking to grow its affinity and relevance with the Emirati population. To do so, it has created and shared a unique perspective (its first major campaign for National Day in the UAE), doing something that no brand has explored when it comes to national days in the region: Talking about the future but through targeting those who will take us to the future. A film titled “Our Heartbeats”, 'casts' babies in the womb, and 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), with tunes combining an original rendition of the actual national anthem mixed with actual heartbeats, the film features shots of 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).

Babyshop’s message doesn’t just stand out from the clutter and norms (no Emiratis shown, no songs, no typical UAE imagery) but also, connects with parents and the country overall, in paying its tribute the babies of tomorrow who will shape the future of the UAE heading into its 2071 vision.