Home Centre - "The Homecoming"

Leo Burnett Middle East & North Africa

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

Awards

4470

This ad is part of the ACT Responsible Collection

Brand: Home Centre
Country: United Arab Emirates

Advertiser: Home Centre

Title	The Homecoming
Agency	Leo Burnett Middle East & North Africa
Campaign	The Homecoming
Advertiser	Home Centre
Brand	Home Centre
Date of First Broadcast/Publication	2022 / 12
Business Sector	Home Appliances, Furniture & Gardening
Story	The film is a story about an Arab couple falling in love and the ups and downs that come in anyone's journey of falling in love. But this short film is not a film that's just about that couple falling in love with each other. It's also about them falling in love with an idea and a concept that is a major cultural and societal taboo in the Middle East region. Hence, no one and no brand has really talked about or endorsed it in the region.
Philosophy	Home Centre, a furniture & furnishings retail brand in the Middle East, believes that every home has its own unique story to tell. And it has taken on topics such as Arab single moms that have never been tapped into by brands, owing to its sensitive nature in the region. This year, starting with content around World Adoption Day on November 8, Home Centre has chosen to again address and provide support to families and homes for an untapped and unspoken topic in the Middle East, via a new initiative titled, “The Homecoming”. As part of the initiative, a short story - a moving film - titled “Falling in love”, launched this December and being promoted since the beginning of this week, on the brand’s social media platforms and in-store, has become the face of the initiative. Home Centre, a furniture & furnishings retail brand in the Middle East, believes that every home has its own unique story to tell. And it has taken on topics such as Arab single moms that have never been tapped into by brands, owing to its sensitive nature in the region. This year, starting with content around World Adoption Day on November 8, Home Centre has chosen to again address and provide support to families and homes for an untapped and unspoken topic in the Middle East, via a new initiative titled, “The Homecoming”. As part of the initiative, a short story - a moving film - titled “Falling in love”, launched this December and being promoted since the beginning of this week, on the brand’s social media platforms and in-store, has become the face of the initiative. Home Centre, a furniture & furnishings retail brand in the Middle East, believes that every home has its own unique story to tell. And it has taken on topics such as Arab single moms that have never been tapped into by brands, owing to its sensitive nature in the region. This year, starting with content around World Adoption Day on November 8, Home Centre has chosen to again address and provide support to families and homes for an untapped and unspoken topic in the Middle East, via a new initiative titled, “The Homecoming”. As part of the initiative, a short story - a moving film - titled “Falling in love”, launched this December and being promoted since the beginning of this week, on the brand’s social media platforms and in-store, has become the face of the initiative. The film aims to break those taboos and misperceptions and it is THE film that has launched a region-wise initiative to help those parents who can't have children as well as those parents who have children but want to adopt and foster, feel inspired as well as enabled to adopt and foster. It's to let them know they should and that they can.
Media Type	Web Film
Length	210 seconds
Soundtrack	Can't Help Falling in Love
More Information	https://thehomecoming.me
Chief Executive Officer (CEO)	Bassel Kakish
Chief Creative Officer	Kalpesh Patankar
Chief Strategy Officer	Tahaab Rais
Head of Production	Shereen Mostafa
Creative Director	Kapil Bhimekar
Associate Creative Director	Farhan Siddiqui
Manager, Strategy & Insights	Anna Sadykova
Agency Producer	Judy Lamaa
Manager, Communications Consultancy	Maria Jabbour
Manager, Communications Consultancy	Nourhan El Geneidy
Production Company	Prodigious MEA
Director	Tahaab Rais
Story & Screeplay	Tahaab Rais
Director of Photography (DOP)	Aeyaz Hasn
Chief Executive Officer (CEO)	Sami Saleh
Director of Production Operations	Myriam Abi Wardeh
Executive Producer	Naji Bechara
Production Company Producer	Marie-Noel Bou Haila
Assistant Director	Remy Haddad
Casting	Rita Gergess
Actor / Celebrity	Basmaa Baydoun
Actor / Celebrity	Elias Zayek
Art Director	Charbel Zgheib
Wardrobe	Michella Bteiche
Makeup artist	Jean-Pierre Ghosn
Production Manager	Elie Deek
Focus Puller	Joseph Kfoury
Grip	Elie Eid
Runner	Hussein Dia
Location	Picture House Lebanon
Post Production	Optix
Post Production Supervisor	Nayla Chacra
Post Production	Megan Markel
Editor	Neda Zag
Editor	Cold-Cutz
Colorist	Karim Mira
Colorist	LZRD
Post Production	Eddy Farah
Singer	Alyssa Baker
Music	Seppl Kretz
Music	Gyo Kretz
Music	Michael Bertoldini
Music	Magma Music
Sound Engineer	Chris Atkins
Sound Engineer	Joe Dickinson
Advertising Manager	Sameer Jain
Advertising Manager	Siddarth Sivaprakash
Advertising Manager	Atharv Ruparel
Advertising Manager	Hassaan Khan
Advertising Manager	Deviani Rao
Advertising Manager	Abbas Nashrulla
Advertising Manager	Minna Pauly
Advertising Manager	Rinesha Nikam
Advertising Manager	Kamila Walter
Advertising Manager	Hala Domlog
Advertising Manager	Allan Cablao
Advertising Manager	Ronald Patricio