AGENCY
Tahaab Rais, Regional Head of Strategy, Film Director, Writer, Creative Director
Vicky Kriplani, Group Account Director
Aunindo Anoop Sen, Creative Director
Oliver Robinson, Regional Executive Creative Director
Bana Salah, Senior Art Director, Assistant Director
Riddhi Mayank, Senior Account Executive
Anna Sadykova, Strategist
Pratixa K, Integrated Production Lead
Dejavu
Manasvi Gosalia, Founder and Executive Producer
Aeyaz Hasn, DoP
FP7 McCann Beirut
FP7 McCann Cairo
Mangojam Studio
SUMMARY
In a COVID-affected retail landscape, how could Home Centre, a furniture retailer, earn share-of-heart and share-of-wallet with millennial Arab moms?
With restricted budgets due to budgetary freezes, we stood out from competitors by targeting a seasonal occasion and including a forgotten segment in homes and families across the Middle East.
Starting Father’s Day, we told their stories through children.
In becoming the first brand to do what it did, Home Centre was bold and took a risk.
In turn, we won over Arab moms, positively impacting perceptions, brand, and business.
