Home Schools You.
Home Centre's back-to-school campaign turned the tables: in stores, children graded their parents on a report card, and each finished card unlocked a Kids discount.
- Brand
- Home Centre (Landmark Group)
- Agency
- AKQA
- Market
- UAE, Saudi Arabia, Qatar, Kuwait, Oman, Bahrain, Egypt
- Region
- GCC
- Year
- 2026
The challenge
Back-to-school is crowded with discount messages. In its second year, Home Centre wanted the platform to say something about family, and to drive its Kids category.
The idea
AKQA's concept flips the season so parents are the ones learning at home, picking up patience and creativity from their kids. AI hero films by foid design studio and Verena Puhm and AI-built collection imagery by PS Agency led the 45-day campaign, with the in-store "Kids Become the Teachers" report-card activation, radio, OOH, in-mall screens, influencers and WhatsApp messaging, adapted by market.
Results
- Home Centre reports an uplift in Kids category sales and store footfall, by the brand's own account; no figures were published.
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency
- AKQA
- Production
- foid design studio
- Additional company
- PS Agency
- Additional company
- HAVAS Middle East
- Additional company
- Value Added Services agency (VAS)
- Creative direction and storytelling
- Nerine Gardiner
- Hero films (AI)
- Verena Puhm
