Home Centre: The homecoming

Home Centre, a furniture brand, created the first initiative to help orphaned children in the Middle East find a home by challenging a deeply rooted taboo.

Campaign Summary

This case is about one initiative we don't mind all competing brands and agencies doing/emulating/stealing/taking on as their own – as it'll make our world a little better than it is today. And if that happens, it'll make the Middle East region a little better than it is today.

This case describes how a brand challenged the religious and cultural taboo around adoption in the Middle East and created the first initiative to help the increasing number of orphaned children in the region, find a home.

With "The Homecoming" initiative, we enabled Home Centre to become the first...

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