Home Centre - "The Creature"

Leo Burnett Middle East & North Africa

Leo Burnett Middle East & North Africa Dubai, United Arab Emirates

Премии

1038

Бренд: Home Centre
Страна: United Arab Emirates

Рекламодатель: Home Centre

Заголовок	The Creature
Агентство	Leo Burnett Middle East & North Africa
Кампания	The Creature
Рекламодатель	Home Centre
Бренд	Home Centre
Posted	Февраль 2024
Бизнес сектор	Аптеки, специализированные магазины
Слоган	stepdads are the dads who step up
философия	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.
Тип медиа	Веб-фильм
Длина	179 seconds
Управление аккаунтом	Vicky Kriplani
Управление аккаунтом	Nahla Jaber
Управление аккаунтом	Maria Jabbour
Управляющий директор	Sami Saleh
Продюсер агентства	Shereen Mostafa
Продюсер агентства	Judy Lamaa
Арт-директор	Bora Batur
Арт-директор	Windy Ishak
Менеджер по рекламе	Hassan Khan
Менеджер по рекламе	Abbas Nashrulla
Менеджер по рекламе	Atharv Ruparel
Менеджер по рекламе	Siddarth Sivaprakash
Главный креативный директор	Kalpesh Patankar
Кинематография	Aeyaz
Креативный директор	Farhan Siddiqui
Послепроизводственный этап	Cold-Cutz
Редактор	Neda Zag
Директор	Tahaab Rais
Продакшн Студия	Prodigious MEA
Музыка	22ghosts
Композитор	Seppl Kretz
Руководство музыкальных рядов	Michael Bertoldini
Performance	Tanmay Rishi Shah
Performance	Marwan Massih
Performance	Judy Lamaa
Послепроизводственный этап	Optix Middle East
Продюсер	Ralph Matar
Продюсер	Myriam Abi Wardeh
Продюсер	Nour Helou
Продюсер	Nayla Chacra
Продюсер	Megan Markel
Продюсер	George Khalaf
Звукозаписывающая студия	Magma Music
Звукорежиссер	Bram Van Bergen
Стратег	Tahaab Rais
Стратег	Aakriti Goel
Стратег	Anna Sadykova
Художник по видеоэффектам	Eddy Farah
Художник по видеоэффектам	Rita Mechedjian
Художник по видеоэффектам	Priyanka Bhatheji
Копирайтер	Farhan Siddiqui