Home Centre, a furniture & furnishings retail brand in the Middle East, believes that every home has its own unique story to tell. To bring this purpose to life, the brand had launched a pioneering and thought provoking initiative -“A Dad’s Job” – recognising and celebrating Arab single moms.
This year, Home Centre has chosen to again address and provide support to families and homes for an untapped and unspoken topic in the Middle East, via a new initiative titled, “The Homecoming”.
A short story – a moving film – titled “Falling in love”, being promoted on the brand’s social media platforms and in-store, has launched the initiative, earning 98 per cent positive sentiments and considerable positive stories around the topic.
Activating its purpose of giving every home its own unique story to tell, Home Centre talks about the controversial and divisive topic of adoption or fostering in the Middle East and in the Arab world, shedding light on the need for loving homes and caring families for the many orphans in the region.
A digital platform launched in November 2022 on World Adoption Day shares knowledge and content around the topic of adoption or fostering from a well-known psychologist and a well-reputed legal advisory. The platform also provides links to organisations one can contact to learn more about adoption or fostering across the region. Famous influencers who have adopted as well as TV shows will be joining in to support the initiative. Additionally, a unique art exhibition will also be telling stories of children who are without a family or a home.
Credits
Agency – Publicis Groupe MENAT: Leo Burnett Dubai
Chief Executive Officer, Publicis Groupe: Bassel Kakish
Chief Creative Officer, Leo Burnett: Kalpesh Patankar
Chief Strategy Officer, Publicis Groupe: Tahaab Rais
Head of Production, Leo Burnett: Shereen Mostafa
Production Company – Publicis Groupe MENAT: Prodigious
Director, Story & Screenplay: Tahaab Rais
Director of Photography: Aeyaz Hasn
Chief Executive Officer: Sami Saleh
Post-Production Company – Publicis Groupe MENAT – Optix ME
Post-Production Operation Lead: Nayla Chacra
Post Producer: Megan Markel
Editor: Neda Zag, Cold Cutz
Colorist: Karim Mira, LZRD
