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14 September 2021
Jay Chiat 2021 award winners announced
The 4A’s Jay Chiat Awards last night announced the winners of the 24th edition of the global strategy prize, with Unilever picking up three golds and Trans Lifeline, UN Women, and Hallmark a gold each; the Grand Prix goes to Home Centre for A Dad’s Job.
The top gong
Furniture retailer Home Centre’s A dad’s job by FP7 McCann Dubai addressed the cultural taboo of single mothers across the Middle East and North Africa, despite an eighth of homes regionally that are sustained by a mother alone.
On Father’s Day, an ad aired with children sharing tributes to the main presence in their homes, with a reveal that they were talking about their mothers. While this kicked off a strong backlash among conservatives, the ad spoke to the 80% of its potential buyers who were women. Its commercial impact was huge, bringing Home Centre level with IKEA on brand consideration and growing revenues 120% in the quarter.