Babyshop: Soldier

As part of their child safety drive, Babyshop wanted to create a radio campaign to highlight the perils of video game violence. The crux of the Bates Pangulf Dubai creative execution revolves around the alter-ego of children. Given that extreme violence, and the glamorization and codification of disrespect for the most basic norms that make up human decency are involved in a product that children can use and learn from, parents need to be a part of the decision making process. And this was the insight for this engaging and insightful Babyshop radio campaign.