Home Centre - "The Creature"

Leo Burnett Middle East & North Africa

Leo Burnett Middle East & North Africa Dubai, Vereinigte Arabische Emirate

Awards

1040

Marke: Home Centre
Länder: Vereinigte Arabische Emirate

Werbende: Home Centre

Titel	The Creature
Agentur	Leo Burnett Middle East & North Africa
Kampagne	The Creature
Werbende	Home Centre
Marke	Home Centre
Posted	Februar 2024
Geschäftsbereich	Fachgeschäfte
Slogan	stepdads are the dads who step up
Philosophie	Home Centre's ‘The Creature’: Striking a new conversation in the Middle East 15% of homes in the Middle East are homes that are of mixed families, owing to remarriages. But, women marrying again is seen as a taboo – not many topic about it owing to social and cultural prejudices. And no brand has ever delved into it. The film is the first piece of a bigger campaign that will not only celebrate stepfathers but importantly, talk about the bigger topic of remarriage in the Arab world. It tells the story of a child who goes through the stages of fear, disgust, angst, and confusion against an evil creature who is going to rob him of his mother’s love, the warmth of his home, and everything that he holds dear. But through the course of the film, we see that the child’s views about the monster change over a period of months, and he finally accepts the creature - his stepdad. The film ends with a message – stepdads are the dads who step up. The track behind the film is an original soundtrack, written and composed for this film. Titled “the lighthouse and the boat”, the song is told through the metaphor of a lighthouse and a boat, encompassing the relationship between two people - a stepfather and a son - two worlds apart, trying to fill a missing gap in their life. A song of pain, anxiety, angst, the need for belonging, for connection and love, that we all feel in any deep life-long relationships that we share with someone else. In life, both stepfathers and sons, are the lighthouses to each other as well as the boats to each other, finding their way to each other, amidst the stormy tides and the endless darkness of the sea. The broader initiative has involved a content series by a prominent psychologist – Dr. Saliha Afridi - around the journey of remarriage, news features about the topic, as well as social content to create awareness and drive support for the topic. Home Centre is a leading furniture retailer in the Middle East with a brand purpose of “enabling every home to tell its own unique story”. It focuses on stories in homes across the Middle East that aren’t told. It has spoken about single moms and adoption in the past, and this time, it is tackling the taboo around remarriage and stepfathers. With many homes in the region being homes where women have remarried and stepfathers exist, yet no brand and no media having spoken about this topic, was an gap that needed to be addressed. And Home Centre stepped up.
Medientyp	Internet-Film
Länge	179 seconds
Kundenbetreuung	Vicky Kriplani
Kundenbetreuung	Nahla Jaber
Kundenbetreuung	Maria Jabbour
Geschäftsführer	Sami Saleh
Agency Producer	Shereen Mostafa
Agency Producer	Judy Lamaa
Art Director	Bora Batur
Art Director	Windy Ishak
Werbeleiter	Hassan Khan
Werbeleiter	Abbas Nashrulla
Werbeleiter	Atharv Ruparel
Werbeleiter	Siddarth Sivaprakash
Chief Creative Officer	Kalpesh Patankar
Bild und Kamera	Aeyaz
Creative Director	Farhan Siddiqui
Post-Produktion	Cold-Cutz
Cutter	Neda Zag
Regisseur	Tahaab Rais
Produktionsfirma	Prodigious MEA
Musik	22ghosts
Komponist	Seppl Kretz
Leitung Musik	Michael Bertoldini
Performance	Tanmay Rishi Shah
Performance	Marwan Massih
Performance	Judy Lamaa
Post-Produktion	Optix Middle East
Produzent	Ralph Matar
Produzent	Myriam Abi Wardeh
Produzent	Nour Helou
Produzent	Nayla Chacra
Produzent	Megan Markel
Produzent	George Khalaf
Aufnahmestudio	Magma Music
Sounddesigner	Bram Van Bergen
Strategist	Tahaab Rais
Strategist	Aakriti Goel
Strategist	Anna Sadykova
VFX-Künstler	Eddy Farah
VFX-Künstler	Rita Mechedjian
VFX-Künstler	Priyanka Bhatheji
Texter	Farhan Siddiqui