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Category
Brand Voice
Annual ID
OS_PR21_060M
About the Work
Home Centre, Middle-East’s leading furniture retailer, believes ‘every home has its own unique story to tell.’
But one story wasn’t being told across homes in the Middle East.
According to Gallup, 15% of homes in the Middle East don’t have a father.
Yet, single moms remain a cultural taboo in Arab society, often, seen as having failed at being good wives to their husbands, or never being good enough to fill the shoes of an absent father to their children, or worse, including being wrongly judged as immoral and adulterous.
To shine the light on single moms in the Middle East, supporting them, even if Arab society did not, we picked an occasion when homes with single moms are left out.
With 'A Dad's Job', we integrated a new conversation into culture and media, by tackling an untapped social and cultural insight, as we disrupted a conventionally used but attention-worthy cultural occasion in the Middle East: Father's Day.
Because if single moms are doing a dad's job every day, besides doing a mom's job, why don’t we celebrate and include their homes on a day we celebrate dads too?
On Father’s Day, a moving film was launched. It featured real people, NOT actors. It showed children sharing tributes in what seemed like yet another Father’s Day ad. Until the rug pull moment when it’s revealed that the children were talking about their moms - real single moms, shot in their own homes across the Middle East.
In challenging the taboo, Home Centre became the first brand in the Middle East to ever speak about, recognize and support single moms.
We effectively integrated into channels used for Father's Day and transformed each channel in a disruptive manner, to instead challenge the cultural taboo around Arab single moms, in a year-long plan.
In turn, we included and integrated single moms into not just Father's Day, but also, into advertising, marketing and society.
But one story wasn’t being told across homes in the Middle East.
According to Gallup, 15% of homes in the Middle East don’t have a father.
Yet, single moms remain a cultural taboo in Arab society, often, seen as having failed at being good wives to their husbands, or never being good enough to fill the shoes of an absent father to their children, or worse, including being wrongly judged as immoral and adulterous.
To shine the light on single moms in the Middle East, supporting them, even if Arab society did not, we picked an occasion when homes with single moms are left out.
With 'A Dad's Job', we integrated a new conversation into culture and media, by tackling an untapped social and cultural insight, as we disrupted a conventionally used but attention-worthy cultural occasion in the Middle East: Father's Day.
Because if single moms are doing a dad's job every day, besides doing a mom's job, why don’t we celebrate and include their homes on a day we celebrate dads too?
On Father’s Day, a moving film was launched. It featured real people, NOT actors. It showed children sharing tributes in what seemed like yet another Father’s Day ad. Until the rug pull moment when it’s revealed that the children were talking about their moms - real single moms, shot in their own homes across the Middle East.
In challenging the taboo, Home Centre became the first brand in the Middle East to ever speak about, recognize and support single moms.
We effectively integrated into channels used for Father's Day and transformed each channel in a disruptive manner, to instead challenge the cultural taboo around Arab single moms, in a year-long plan.
In turn, we included and integrated single moms into not just Father's Day, but also, into advertising, marketing and society.
2021 Awards
Total Points: 3
Merit
Credits
Agency
FP7 McCann / Dubai
Production Company
DejaVu / Dubai
Mango Jam Studio / Dubai
Media Distribution Company
Initiative Cairo / Cairo
Art Director
Bana Salah
Syed Shuja Hussain
Composer
Jay Wud
Copywriter
Tahaab Rais
Aunindo Anoop Sen
Kelly Tomes
Creative Director
Tahaab Rais
Aunindo Anoop Sen
Editor
Rizwan Maple
Executive Producer
Wilbur D'costa
Manasvi Gosalia
Film Director
Tahaab Rais
Producer
Kavya Iyer
Strategist
Anna Sadykova
Agency Producer
Riddhi Mayank
Arabic Copywriter
Maher Dawah
DOP
Aeyaz Hassan
Regional Executive Creative Director
Fouad Abdel Malak
Oliver Robinson
Regional Head of Strategy
Tahaab Rais
Senior Designer
Sameer Ketkar
Account Manager
Riddhi Mayank
Assistant Film Director
Bana Salah
Channel Creative
Vicky Kriplani
Chief Tech Officer
Imad Barakat
Editor & Motion Artist
Ashraf Muhammadunny
Founder & CEO
Riham Mahafzah
Group Account Director
Vicky Kriplani
Head of Marketing
Siddarth Sivaprakash
Head of Production
Pratixa Kanojia
Marketing Team
Abbas Nashrulla
Ahmed Dawood
Ami Popat
Atharv Ruparel
Deviani Rao
Vinmay Korday
Retouch Artist
Amit Borawake
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