Abu Benti

Max Fashion



On Arab Women’s Day, TBWA\RAAD partnered with Max Fashion to launch “Abu Benti” (Father of my daughter). In the Arab world, fathers are nicknamed after their eldest sons, whether they have sons or daughters, due to the traditional belief that having a son is a blessing. Sons carry the family’s name and most of the inheritance. They also support their families financially and provide security. This has marginalized the role of daughters. Arab fathers are therefore known as “Abu Waleed”, “Abu Tarek”, etc. To challenge this conventional thinking and emphasize the major role of women in driving their societies forward, we invited fathers to empower their daughters and honor their names by changing their nicknames to “Abu Nada”, “Abu Layal”,…



One of the UAE’s most striking characteristics is its diversity. As a melting pot of people from more than 200 countries, the Emirates is home to tolerance and coexistence. As such, it’s not a rare sight to find an Egyptian and Emirati (as seen in this film) partnering to open a small food business. The film uses humor to tell the story of how one internet router catapulted a food cart business from humble beginnings to a successful future.