Campaign details
Brand: Home CentreBrand owner: Home CentreEntrant company: FP7 McCann, DubaiMarket: Middle East & AfricaSector: Furnishings & furniture retailMedia channels: Content marketing, Merchandise & free gifts, Online video, Public relations, Social media, Television, Word of mouth, influencersBudget: Up to 500k
Executive summary
Fifteen percent of homes in the Middle East didn't have a father, but single mothers remained a cultural taboo in Arab society, often seen as having failed at being good wives to their husbands. Never shown in advertising.
Home Centre, a home furniture retailer,...