Little Red Riding Hood Fights Back

March 2010

To increase awareness and registration for their children’s self-defense classes, The World Black Belts Center in Dubai tackled this in an unconventional way. Nope, they didn’t reverse punch parents into registering their kids, instead Memac Ogilvy Dubai created an illustrated children’s book that’s based on the well-known story of Little Red Riding Hood. What happens in the end? Our little heroine courageously beats up the big bad wolf to save the day. A simple call to action on the back cover – “You Too Can Fight Back” – provides the reader with more information on self-defense classes for kids and directs them to register. The End.

Direct advertisment created by Ogilvy, United Arab Emirates for World Black Belts Center, within the category: Education.

Little Red Riding Hood Fight Back

Through the woods she walked
in her cloak of red,
Bound with food, for the side
of her grandmother’s bed.

Riding Hood met a wolf,
and the wolf he seemed nice
So she told him her plight,
and he gave her advice.

“Pick her some flowers”
is what the animal said,
as a plan began forming
inside his own head.

While she picked her flowers,
the wolf, off he ran.
They were both going to visit
Red Riding Hood’s Gran.

The wolf arrived first
at Grandmother’s gate,
He’d be quiet enough
and inside he would wait.

“Come in little red,
cried Gran from her bed.
But in came the wolf,
who swallowed her instead.

Red Riding Hood arrived
shortly after lunch,
and unleashed her fury
in one killer punch.

After eating poor granny,
the wolf didn’t know,
our heroine had a black belt,
in the art of Tang Soo Do.

Advertising Agency: Memac Ogilvy & Mather, Dubai, UAE
Executive Creative Director: Till Hohmann
Creative Director: Dalbir Singh
Art Director: Regina Groffy
Copywriters: James Bisset, Kareem Shuhaibar
Illustrator: Regina Groffy

Comments (11)

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Highest Rated

Shridevi's picture
Activity Score 184

If this was targeted at kids, job well done

R U serious's picture
R U serious
Activity Score 416

Oh please... upload a Youtube video explaining the whole thing...

...say my name, say my name...

Say my name, say my name...

ivan's picture

Oh, it's pretty simple. It's a modified Little Red Riding Hood book, where the little girl fights back, hence self defense school. Cool idea.

bad astronaut's picture
bad astronaut
Activity Score 544

R u serious?

werbefuzzi35's picture
Activity Score 97

go Kareem!

lucdesaulniers's picture
Activity Score 1145

Cool idea but the writing is uneven. Some lines are musical, some just fall flat in contrast.

BestBuddies's picture
Activity Score 2

We did a similar thing last Christmas to promote our line of eco-friendly dog toys. The whole store was made out to look like Santa's workshop with dogs working the machines. You can read the story here:

it was all done in house.

Pushkaraj Shirke's picture
Pushkaraj Shirke
Activity Score 215

Love it :)
this one goes in my bag too :) for my martial art school :D he he he1 :)

brandingworthspreading's picture
Activity Score 648

Fun and very engaging to the target audience.

atb2005's picture
Activity Score 13557

I love it too! What a great way to market something to kids.. in the context of a story they know and love! Lately, I've been seeing a lot of great ideas coming out of Dubai.

lynnholilin's picture
Activity Score 118

no need for the woodsmen no more :-)

Lynn Ho
Decision Communications Pte Ltd
Advertising Agency Singapore

Shridevi's picture
Activity Score 184

If this was targeted at kids, job well done