Home Center's "Homecoming" Initiative Breaks Major Taboo in the Middle East
Publicis Groupe's Leo Burnett, Saatchi & Saatchi, Prodigious, and Optix collaborated on the project.
After “A Dad’s Job,” recognizing and celebrating Arab single moms, Middle East furniture & furnishings retail brand Home Centre has chosen to again address and provide support to families and homes on an untapped and unspoken topic in the Middle East, adoption and fostering, via “The Homecoming.”
Activating its purpose of giving every home its own unique story to tell, Home Centre is the first brand to talk about this controversial topic in the Arab world, shedding light on the need for loving homes and caring families for the many orphans in the region.
The new initiative includes a short film, titled “Falling in Love,” and a digital platform launched in November 2022 on World Adoption Day to share knowledge around the topic from a well-known psychologist and legal advisor. The platform also provides links to organizations one can contact to learn more about adoption or fostering across the region. Famous influencers who have adopted, as well as TV shows, will be joining in to support the initiative. Additionally, a unique art exhibition will also be telling stories of children who are without a family or a home.
Credits:
Creative Agency: Publicis Groupe MENAT - Leo Burnett Middle East
Chief Executive Officer, Publicis Groupe: Bassel Kakish
Chief Creative Officer, Leo Burnett: Kalpesh Patankar
Chief Strategy Officer, Publicis Groupe: Tahaab Rais
Head of Production, Leo Burnett: Shereen Mostafa
Creative Director, Leo Burnett: Kapil Bhimekar
Associate Creative Director, Leo Burnett: Farhan Siddiqui
Senior Manager - Strategy & Insights, Leo Burnett: Anna Sadykova
Senior Producer, Leo Burnett: Judy Lamaa
Senior Manager - Communications Consultancy, Saatchi & Saatchi: Maria Jabbour
Senior Manager - Communications Consultancy, Leo Burnett: Nourhan El Geneidy
Production Company: Publicis Groupe MENAT - Prodigious ME
Director, Story & Screenplay: Tahaab Rais
Director of Photography: Aeyaz Hasn
Chief Executive Officer: Sami Saleh
Production Operation Lead: Myriam Abi Wardeh
Executive Producer: Naji Bechara
Producer: Marie Noel Bou Haila
Assistant Director: Remy Haddad
Casting Director: Rita Gergess
Actors: Basmaa Baydoun and Elias Zayek
Art Director: Charbel Zgheib
Wardrobe: Michella Bteiche
Make-up: Jean Pierre Ghosn
Hair: Fady Aoun
Production Manager: Elie Deek
Focus Puller: Joseph Kfoury
Grip: Elie Eid, GripBox
Production Runner: Hussein Dia
Locations: Picture House Lebanon
Post-Production: Publicis Groupe MENAT - Optix ME
Post-Production Operation Lead: Nayla Chacra
Post Producer: Megan Markel
Editor: Neda Zag, Cold Cutz
Colorist: Karim Mira, LZRD
Online: Eddy Farah
Singer: Alyssa Baker
Music: Seppl Kretz, Gyo Kretz and Michael Bertoldini, Magma Music Agency
Sound and SFX: Chris Atkins and Joe Dickinson, With Feeling
Brand: Home Centre
Chief Executive Officer: Sameer Jain
Head of Marketing and Brand: Siddarth Sivaprakash
Senior Manager Media and Trade Marketing: Atharv Ruparel
Manager Media and Trade Marketing: Hassaan Khan
Assistant Manager Creative and Brand: Deviani Rao
Assistant Manager Creative and Brand: Abbas Nashrulla
Assistant Manager Social Media: Minna Pauly
Senior Executive Media and Trade Marketing: Rinesha Nikam
Senior Executive Creative and Brand: Kamila Walter
Arabic Copywriter: Hala Domlog
Senior Graphic Designer: Allan Cablao
Graphic Designer and Animator: Ronald Patricio
