The Homecoming.
Home Centre took on adoption and fostering, a subject rarely discussed in the region, to call for loving homes for orphaned children.
- Brand
- Home Centre
- Agency
- Leo Burnett Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2022
The challenge
Adoption and fostering are sensitive and largely unspoken topics in the Arab world, though the region has many children without a family.
The idea
The furniture retailer launched a digital platform on World Adoption Day in November 2022 with guidance from a psychologist and a legal advisory firm and links to regional organisations. A short film, "Falling in love", ran on social media and in stores, alongside an art exhibition of children's stories and plans for adoptive influencers and TV shows. Leo Burnett Dubai created it; Tahaab Rais directed for Prodigious, with post by Optix ME.
Results
- The film drew 98% positive sentiment, according to Campaign Middle East.
Case study source: Campaign Middle East Source ↗
Awards
- Cresta Awards 2023Social Impact – Campaign EntrySilver
- Cresta Awards 2023Film Craft – Emerging DirectorBronze
Credits
- Creative agency
- Leo Burnett Dubai
- Production
- Prodigious
- Post-production
- Optix ME
- Chief Executive Officer, Publicis Groupe
- Bassel Kakish
- Chief Creative Officer, Leo Burnett
- Kalpesh Patankar
- Chief Strategy Officer, Publicis Groupe; Director, Story & Screenplay
- Tahaab Rais
- Head of Production, Leo Burnett
- Shereen Mostafa
- Director of Photography
- Aeyaz Hasn
- Chief Executive Officer, Prodigious
- Sami Saleh
- Post-Production Operation Lead, Optix ME
- Nayla Chacra
- Post Producer
- Megan Markel
- Editors
- Neda Zag and Cold Cutz
- Colorists
- Karim Mira and LZRD
