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” – recognizing 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 positive sentiments and generating considerable positive stories around the topic.
Activating its purpose of giving every home its own unique story to tell, Home Centre becomes the first brand to ever talk 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 organizations 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:
Creative Agency: Publicis Groupe MENAT – Leo Burnett Middle East
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
Creative Director, Leo Burnett: Kapil Bhimekar
Associate Creative Director, Leo Burnett: Farhan Siddiqui
Senior Manager – Strategy & Insights, Leo Burnett: Anna Sadykova
Senior Producer, Leo Burnett: Judy Lamaa
Senior Manager – Communications Consultancy, Saatchi & Saatchi: Maria Jabbour
Senior Manager – Communications Consultancy, Leo Burnett: Nourhan El Geneidy
Production Company: Publicis Groupe MENAT – Prodigious ME
Director, Story & Screenplay: Tahaab Rais
Director of Photography: Aeyaz Hasn
Chief Executive Officer: Sami Saleh
Production Operation Lead: Myriam Abi Wardeh
Executive Producer: Naji Bechara
Producer: Marie Noel Bou Haila
Assistant Director: Remy Haddad
Casting Director: Rita Gergess
Actors: Basmaa Baydoun and Elias Zayek
Art Director: Charbel Zgheib
Wardrobe: Michella Bteiche
Make-up: Jean Pierre Ghosn
Hair: Fady Aoun
Production Manager: Elie Deek
Focus Puller: Joseph Kfoury
Grip: Elie Eid, GripBox
Production Runner: Hussein Dia
Locations: Picture House Lebanon
Post-Production: Publicis Groupe MENAT – Optix ME
Post-Production Operation Lead: Nayla Chacra
Post Producer: Megan Markel
Editor: Neda Zag, Cold Cutz
Colorist: Karim Mira, LZRD
Online: Eddy Farah
Singer: Alyssa Baker
Music: Seppl Kretz, Gyo Kretz and Michael Bertoldini, Magma Music Agency
Sound and SFX: Chris Atkins and Joe Dickinson, With Feeling
Brand: Home Centre
Chief Executive Officer: Sameer Jain
Head of Marketing and Brand: Siddarth Sivaprakash
Senior Manager Media and Trade Marketing: Atharv Ruparel
Manager Media and Trade Marketing: Hassaan Khan
Assistant Manager Creative and Brand: Deviani Rao
Assistant Manager Creative and Brand: Abbas Nashrulla
Assistant Manager Social Media: Minna Pauly
Senior Executive Media and Trade Marketing: Rinesha Nikam
Senior Executive Creative and Brand: Kamila Walter
Arabic Copywriter: Hala Domlog
Senior Graphic Designer: Allan Cablao
Graphic Designer and Animator: Ronald Patricio
