Home Centre: A Dad's Job

Home Centre, a home décor brand, challenged the taboo of single parenting in the Gulf region and won both share of heart and share of wallet with Arab mothers.

Campaign details

Brand: Home CentreAgency: FP7 McCann Dubai

Campaign Summary

15% of homes in the Middle East don't have a father. But single moms, remain 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, challenged that taboo, winning share-of-heart and share-of-wallet with its primary target group of Arab moms, who sympathised with the topic of single moms on a human level.

On Father's Day, a film featuring real people, NOT actors, showed children sharing tributes in what seemed...

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