Why it works: The Homecoming

Furniture and furnishings retail brand, Home Centre, launched an initiative in the Middle East to propagate and support the adoption process.

In the Middle East, cultures and traditions are often strictly adhered to. As a result, entering into culture and having an impact on it, can be a difficult task. But for Home Centre, this is a task regularly tackled through purposeful marketing that speaks to families of all shapes and sizes. 

In this campaign, along with its agency Leo Burnett, Home Centre took on a cultural taboo in adoption – a topic that had an increasing undercurrent of conversation. The brand tapped into this conversation and raised the profile of adoption, driving 7,300 adoptions alongside 14% revenue growth for the...

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