https://adgully.me/post/5408/home-centres-campaign-celebrates-stepfathers-and-remarriage-in-the-middle-east

Home Centre's campaign celebrates stepfathers and remarriage in the Middle East

Home Centre’s new promotional ad, created by Leo Burnett MEA, is a significant and impactful initiative addressing an often overlooked aspect of family dynamics in the Middle East. By shedding light on the topic of remarriage and stepfathers, the campaign not only celebrates the role of stepdads but also aims to break social and cultural taboos surrounding this issue.The film's narrative, depicting the emotional journey of a child coming to accept his stepfather, is likely to resonate with many families who have experienced similar situations. By portraying the stepfather as a positive figure who ultimately earns the child's acceptance and love, this ad challenges stereotypes and encourages acceptance and understanding.The original soundtrack, "The Lighthouse and the Boat," adds depth to the storytelling, capturing the emotions and complexities of the relationship between a stepfather and a son. This metaphorical representation of their bond as lighthouses guiding each other through life's challenges is both poignant and relatable.In addition to the film, the broader initiative includes valuable content from a psychologist, Dr Saliha Afridi, providing insight and support for individuals navigating the journey of remarriage. This multi-faceted approach, incorporating storytelling, expert advice, and social content, demonstrates a comprehensive effort to raise awareness and foster dialogue around a sensitive topic.The involvement of Home Centre, a leading furniture retailer in the Middle East, in this campaign aligns with its brand purpose of enabling every home to tell its unique story. By addressing topics such as single motherhood, adoption, and now remarriage and stepfathers, Home Centre demonstrates a commitment to inclusivity and diversity, while also filling a gap in the conversation within the region.Overall, this campaign has the potential to spark meaningful conversations, challenge societal norms, and ultimately contribute to greater acceptance and support for families of all compositions in the Middle East.CreditsBrand: Home CentreSiddarth Sivaprakash: Head of Marketing, Home CentreAtharv Ruparel, Hassan Khan: Marketing Team, Home CentreCreative Agency: Leo Burnett MEA (Middle East & Africa) DubaiChief Executive Officer – Publicis Groupe MENAT: Bassel KakishChief Creative Officer: Kalpesh PatankarChief Strategy Officer – Publicis Groupe MENAT: Tahaab Rais Associate Creative Director Creative: Farhan SiddiquiHead of Production: Shereen MostafaChief Executive Officer – Publicis Communications: Nathalie GevresseBusiness Lead – Communications Consultancy: Vicky KriplaniSenior Producer: Judy LamaaSenior Manager – Communications Consultancy: Maria Jabbour Manager – Communications Consultancy: Nahla JaberHead of Strategy & Insights: Aakriti GoelSenior Manager – Strategy & Insights: Anna Sadykova Production Company: Prodigious MEChief Executive Officer: Sami SalehFilm Director: Tahaab RaisProduction Lead: Myriam Abi WardehProducer: Ralph MatarDirector of Photography: Aeyaz HasnAssistant Director: Vanessa MghamesProduction Manager: George KhalafProduction Coordinator: Nour HelouProduction Assistants: Rami Noureddine, Nader Al ZohbiArt Director: Bora BaturWardrobe Stylist: Windy IshakChild: Tanmay Rishi ShahThe Creature: Mascot Maker, Cristy, Larry and MujahidGear: Gamma EngineeringGaffer: Sohail IftikarKey Grip: Ibrahim ToumaHair & Makeup: Natalie TufenkjianLocation: Bassel AlzoubiBTS: Ralph Jigger Post Production: Optix MEPost Production Lead: Nayla ChacraPost Producer: Megan MarkelEditor (Cold Cutz): Neda AhmedOnline Supervisor: Eddy FarahOnline Artist: Rita Mechedjian, Priyanka BhathejiColorist (LZRD): Karim Mira Music: Magma Music AgencyLyricist and songwriter: Tahaab RaisMusic Creative Director: Seppl KretzMusic Supervisor: Michael BertoldiniComposers: 22ghostsSound Design: Bram Van BergenVocalist: Joseph Bills