Home Centre / UAE / 2024Film
The Creature.
Home Centre told the story of a boy who slowly accepts the giant monster that has moved into his home: his new stepdad.
- Brand
- Home Centre
- Agency
- Leo Burnett Middle East
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
Remarriage and step-parenting are rarely discussed openly in the Arab world, and step-parents are often cast as outsiders.
The idea
Leo Burnett's film follows the boy from fear and disgust to acceptance over several months, set to an original song, "The lighthouse and the boat", and closes on the line that stepdads are the dads who step up. It opened a wider Home Centre campaign on remarriage that included a content series with psychologist Dr. Saliha Afridi, news features and social content. Tahaab Rais directed for Prodigious Dubai.
Case study source: shots Source ↗
Awards
- Cresta Awards 2024Moving Image – Viral Video (any length)Bronze
- Cresta Awards 2024Film Craft – Use of MusicBronze
- Cresta Awards 2024Film Craft – Emerging DirectorBronze
Credits
- Creative agency
- Leo Burnett Middle East
- Production
- Prodigious Dubai
- Director; Chief Strategy Officer
- Tahaab Rais
