Campaign details
Brand: Home CentreBrand owner: Landmark GroupAgency: FP7 McCann DubaiMarket: Middle East & North Africa (general region)Sector: Furniture & fittings retailMedia channels: Content marketing, Merchandise & free gifts, Online video, Public relations, Social media, Television, Word of mouth, influencersBudget: Up to 500k
Executive summary
15% 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 their husbands. Never shown in advertising.
Home Centre, a home...