2020/2021 Winners & Shortlists

A DAD'S JOB

BrandHOME CENTRE
Product/ServiceFATHER'S DAY & BEYOND
EntrantHOME CENTRE Dubai, UNITED ARAB EMIRATES
CategoryDirection
Idea Creation FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement FP7 McCANN Dubai, UNITED ARAB EMIRATES
PR FP7 McCANN Dubai, UNITED ARAB EMIRATES
Production DÈJÁVU Dubai, UNITED ARAB EMIRATES
Additional Company SILKROAD IMAGES Dubai, UNITED ARAB EMIRATES
Additional Company 2 MANGO JAM STUDIO Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

"A groundbreaking spot." (Shoot Online) "No other brand in the Middle East has addressed these cultural issues." (Arab News) "Starts out like every Father's Day ad. Ends unlike any other Father's Day ad." (AdBasha) This film, featuring real people, in their own homes (not actors in studios or sets), starts with a question: "What's the one thing you'd like to say on Father's Day?" We see children share tributes, in what seems like yet another Father's Day film, until an unexpected rug pull reveals Home Centre doing something no other brand in the Middle East has ever braved doing, because of a deep-rooted cultural prejudice and taboo. Shot across the Middle East, amidst COVID-19 lockdowns, the cast and locations in the film were selected remotely. And the 9 scenes (real people in real homes) were covered across 16 hours, over 2 days, with a negligible COVID-19 production budget of $25,000.

Cultural / Context information for the jury

Home Centre believes ‘every home has its own unique story to tell.’ But there was one story not being told across the Middle East. According to Gallup, 15% of homes in the Middle East don’t have a father. For context, Sub-Saharan Africa (32%), Latin America (30%), US/Canada (19%) are the only regions ahead. The global average is 13%. Yet, single moms, remain a cultural taboo in Arab society, often, seen as having failed at being good wives to their husbands, or worse. Resultantly, they are NEVER shown in advertising in the Middle East. Home Centre challenged that taboo, by becoming the first brand in the Middle East to ever speak about and show single moms. It's worth noting this film was shot with a $25,000 production budget (with budget freezes in the retail category) and was filmed amidst hard lockdowns and curfews, in real homes, of real single moms.

Tell the jury anything relevant about the direction. Do not name the director.

Low budgets? Only online casting and callbacks? No studios or first-choice locations available? Curfews and shorter filming hours a day? Every challenge was taken on. But what wouldn't be budged on was ensuring we had REAL single moms and their kids playing themselves in their own homes. There would be no actors cast in roles. Real insights, emotions and reactions of children would make it genuine and watchable. Real moments and interactions between the 9 moms and their children would make the reveal believable. While filming, to also be natural and real, we needed to flow with the camera. We got closer to the moms and their kids. When they moved, held, touched, interacted with each other, we followed them. It gave us a very immediate way of telling our story. An original soundtrack, “A Mother’s Journey” was composed with a poignant juxtaposition to it and a story within it.

Credits

Name Company Role
Siddarth Sivaprakash Home Centre (Landmark Group) Head of Marketing
Vinmay Korday Home Centre (Landmark Group) Client Team
Ami Popat Home Centre (Landmark Group) Client Team
Abbas Nashrulla Home Centre (Landmark Group) Client Team
Atharv Ruparel Home Centre (Landmark Group) Client Team
Deviani Rao Home Centre (Landmark Group) Client Team
Ahmed Dawood Home Centre (Landmark Group) Client Team
Oliver Robinson FP7 McCann Dubai Regional ECD
Fouad Abdel Malak FP7 McCann Dubai Regional ECD
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Vicky Kriplani FP7 McCann Dubai Group Account Director
Aunindo Anoop Sen FP7 McCann Dubai Creative Director, Copywriter
Tahaab Rais FP7 McCann MENAT Creative Director, Copywriter
Bana Salah FP7 McCann Dubai Art Director
Riddhi Mayank FP7 McCann Dubai Account Manager
Maher Dawah FP7 McCann Dubai Arabic Copywriter
Riddhi Mayank FP7 McCann Dubai Agency Producer
Anna Sadykova FP7 McCann Dubai Strategist
Kelly Tomes FP7 McCann Dubai Copywriter
Manasvi Gosalia Dejavu Executive Producer
Tahaab Rais FP7 McCann MENAT Film Director
Aeyaz Hassan Dejavu DOP
Pratixa Kanojia Dejavu Head of Production
Kavya Iyer Dejavu Producer
Rizwan Maple Dejavu Editor
Mary Bou Akl Dejavu Post Producer
Wilbur D'Costa Mango Jam Studio Executive Producer
Jay Wud Mango Jam Studio Composer
Haider Saaby Dejavu Production Co-ordinator
Srinivas Kusuma Action Filmz Focus Puller
Jithu Das Action Filmz Sound Recordist
Bharat Doli Action Filmz Spark 1
Arif A Action Filmz Spark 2
Mahendhar Avadhta Dejavu Production Support
Narendhar Pottavathni Dejavu Production Support