Brand | HOME CENTRE |
Product/Service | FATHER'S DAY & BEYOND |
Entrant | HOME CENTRE Dubai, UNITED ARAB EMIRATES |
Category | Breakthrough on a Budget |
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.
Credits
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 |
Kelly Tomes |
FP7 McCann Dubai |
Copywriter |
Anna Sadykova |
FP7 McCann Dubai |
Strategist |
Riddhi Mayank |
FP7 McCann Dubai |
Agency Producer |
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 |