Home Centre / Middle East / 2020Film · Social
A Dad's Job.
Home Centre's Father's Day film turned out to be a tribute to single mothers, the parents doing 'a dad's job' every day.
- Brand
- Home Centre
- Agency
- FP7 McCann
- Market
- Middle East
- Region
- MENA
- Year
- 2020
The challenge
Father's Day leaves out the many households in the region with no father present, and single motherhood carries cultural pressure in the Middle East.
The idea
FP7 McCann cast real single mothers and their children. In the 90-second film the children say what they would tell their fathers on Father's Day, and the twist reveals they are speaking about their mums. It launched on Home Centre's social channels with support from regional influencers.
Case study source: The Stable Source ↗
Awards
- Cannes Lions 2021Media – F05 CULTURAL INSIGHTBronze
- Cannes Lions 2021Creative Strategy – C02 BREAKTHROUGH ON A BUDGETBronze
Credits
- Creative agency
- FP7 McCann
- Production
- Dejavu
- Regional Executive Creative Director, FP7 McCann
- Oliver Robinson
- Regional Executive Creative Director, FP7 McCann
- Fouad Abdel Malak
- Regional Head of Strategy, Creative Director and Copywriter, FP7 McCann; Director, Dejavu
- Tahaab Rais
- Creative Director and Copywriter, FP7 McCann
- Aunindo Anoop Sen
- Group Account Director, FP7 McCann
- Vicky Kriplani
- Art Director, FP7 McCann
- Bana Salah
- Copywriter, FP7 McCann
- Kelly Tomes
- Arabic Copywriter, FP7 McCann
- Maher Dawah
- Account Manager, FP7 McCann
- Riddhi Harrita
- Executive Producer, Dejavu
- Manasvi Gosalia
- Head of Production, Dejavu
- Pratixa Kanojia
- Producer, Dejavu
- Kavya Iyer
- Director of Photography
- Aeyaz
- Editor
- Rizwan Maple
- Music, Mango Jam
- Jay Wud
- Head of Marketing, Home Centre
- Siddarth Sivaprakash
