Johnson's Baby "The Grandparents Frame' (2014) 2:30 (UAE)

Get out your tissues for this one.

Because a lot of countries in the Middle East are unstable due to economy and/or political issues, a lot of kids leave for greener pastures, pretty much never to return. Unfortunately the grandparents can't come with, and are forced to endure a life without their grandkids. The vast majority of Middle Eastern Grandparents are not familiar with technology, let alone Facebook.

Johnson and Johnson wanted to change that. So they gave away the Grandparents Frame, a digital picture frame connected to an app that would update photos in real time.

It's heartbreaking to watch this. And yet to see the joy even a photograph of their grandkids can bring is somehow life-inspiring, too. It makes Johnson & Johnson really stand for something as a brand.

Brand: Johnson’s Baby
Client: Johnson & Johnson, Dubai
Agency : Impact BBDO, Dubai
Regional Executive Creative Director: Fadi Yaish
creative team : Andreas Schwitter, Anne Maro Huberts, Philip Hovensjö
Creative Designer: Bana Salah
Brand team: Talal Sheikh Elard, Leen Fakheriddin, Tanya Vahanian
Digital team: Benjamin Schwartz, Wim Coetzee, Faith Malimban, Tahir Kahliq
Producer: Emilie Haddad
Production house: City films, Beirut
Director: Marc Hadife
DOP: Toufic Tabbal
Executive Producer: Nadine Lteif
Editor: Simon Habr
City Films Dop
City Films Editor
Music: Audio Network Sound Studio