The Homecoming.
Home Centre took on adoption and fostering, a subject rarely discussed in the region, to call for loving homes for orphaned children.
- العلامة التجارية
- Home Centre
- الوكالة
- Leo Burnett Dubai
- السوق
- الإمارات
- المنطقة
- الخليج
- السنة
- 2022
التحدي
Adoption and fostering are sensitive and largely unspoken topics in the Arab world, though the region has many children without a family.
الفكرة
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.
النتائج
- The film drew 98% positive sentiment, according to Campaign Middle East.
مصدر دراسة الحالة: Campaign Middle East المصدر ↖
الجوائز
- Cresta Awards 2023Social Impact – Campaign Entryفضية
- Cresta Awards 2023Film Craft – Emerging Directorبرونزية
فريق العمل
- الوكالة الإبداعية
- Leo Burnett Dubai
- الإنتاج
- Prodigious
- ما بعد الإنتاج
- Optix ME
- Chief Executive Officer, Publicis Groupe
- Bassel Kakish
- الرئيس التنفيذي للإبداع، Leo Burnett
- Kalpesh Patankar
- الرئيس التنفيذي للاستراتيجية، Publicis Groupe; Director, Story & Screenplay
- Tahaab Rais
- رئيس الإنتاج، Leo Burnett
- Shereen Mostafa
- مدير التصوير
- 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
