Home Centre - "A Dad's Job" by Dubai Lynx International Festival of Creativity 2022
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| Title | A Dad's Job |
| Brief | 15% of Middle East homes don’t have a father.But single moms remain a taboo in Arab culture. Often, seen as having failed at being good wives or good mothers.Never shown in advertising.Home Centre, a home furniture retailer, activated its purpose, “Enabling every home to tell its own unique story”, by challenging this cultural taboo.On Father’s Day, a launch film told the story of homes without fathers, featuring real Arab single moms, NOT actors, showing children sharing tributes in what seemed like yet another Father’s Day ad, until a rug pull moment.The message immediately triggered 53% negative reactions from conservative sections of Arab society.But we persuaded Home Centre to persist, effectively transforming channels meant for Father’s Day into channels recognising, celebrating, and supporting Arab single moms; in turn, including and integrating single moms into not just Father's Day, but also, into conversations and brand actions. |
| Agency | FP7/DXB - McCann Worldgroup |
| Campaign | A Dad’s Job |
| Advertiser | Home Centre |
| Brand | Home Centre |
| Posted | November 2021 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Problem | Subscribers Only |
| Media Type | Case Study |
| Production Company | D...vu D...i Subscribers Only |
| Head of Marketing | Si....th Si......ash Subscribers Only |
| Advertising Manager | V...ay K...ay Subscribers Only |
| Advertising Manager | A...s Na.....la Subscribers Only |
| Advertising Manager | ..i P...t Subscribers Only |
| Advertising Manager | A...rv R....el Subscribers Only |
| Advertising Manager | D....ni ..o Subscribers Only |
| Advertising Manager | A...d D...od Subscribers Only |
| Regional executive creative director | O...er Ro....on Subscribers Only |
| Regional executive creative director | F...d A...l M...k Subscribers Only |
| Head of Strategy | T...ab R..s Subscribers Only |
| Creative Director | T...ab R..s Subscribers Only |
| Copywriter | T...ab R..s Subscribers Only |
| Group Account Director | V...y Kr....ni Subscribers Only |
| Creative Director | A....do A...p ..n Subscribers Only |
| Copywriter | A....do A...p ..n Subscribers Only |
| Art Director | B..a S...h Subscribers Only |
| Copywriter | K...y T...s Subscribers Only |
| Account Manager | R...hi H....ta Subscribers Only |
| Copywriter | M...r D...h Subscribers Only |
| Executive Producer | M....vi G....ia Subscribers Only |
| Director | T...ab R..s Subscribers Only |
| Head of Production | P....xa K....ia Subscribers Only |
| Producer | K...a I..r Subscribers Only |
| Editor | R...an M...e Subscribers Only |
| Post Production | M..y ..u ..l Subscribers Only |
| Music Composer | ..y ..d Subscribers Only |
| Production Coordinator | H...er S...y Subscribers Only |