Home Centre: A dad's job

Home furniture retailer, Home Centre, bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

Campaign details

Brand: Home CentreBrand owner: Landmark GroupLead agency: FP7 McCann DubaiContributing agencies: Dejavu Dubai, Mango Jam StudioMarket: Middle East & North Africa (general region)Sector: Furniture & furnishings retailMedia channels: Content marketing, Merchandise & free gifts, Online video, Public relations, Social media, Television, Word of mouth,influencers Budget: Up to 500k

Executive summary

Fifteen per cent 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands