Home Centre’s ‘The Creature’ Tackles the Topic of Remarriage

According to a new campaign from Home Centre, 15% of homes in the Middle East are homes that are of mixed families, owing to remarriages. But, women marrying again is seen as a taboo – not many topics about it owing to social and cultural prejudices and the brand wanted to delve into it.

The film is the first piece of a bigger campaign that will not only celebrate stepfathers but importantly, talk about the bigger topic of remarriage in the Arab world, the campaign said.

The three-minute film tells the story of a child who goes through the stages of fear, disgust, angst, and confusion against an evil creature who is going to rob him of his mother’s love, the warmth of his home, and everything that he holds dear. But through the course of the film, we see that the child’s views about the monster change over a period of months, and he finally accepts the creature – his stepdad.


 

The track behind the film is an original soundtrack, written and composed for this film. Titled “the lighthouse and the boat”, the song is told through the metaphor of a lighthouse and a boat, encompassing the relationship between two people – a stepfather and a son – two worlds apart, trying to fill a missing gap in their life.

The broader initiative has involved a content series by a prominent psychologist – Dr. Saliha Afridi – around the journey of remarriage, news features about the topic, as well as social content to create awareness and drive support for the topic.

“With many homes in the region being homes where women have remarried and stepfathers exist, yet no brand and no media having spoken about this topic, was an gap that needed to be addressed. And Home Centre stepped up,” said a release.


 

Credits

Brand: Home Centre

 Siddarth Sivaprakash: Head of Marketing, Home Centre

Atharv Ruparel, Hassan Khan: Marketing Team, Home Centre

Creative Agency: Leo Burnett MEA (Middle East & Africa) Dubai

Chief Executive Officer – Publicis Groupe MENAT: Bassel Kakish
Chief Creative Officer: Kalpesh Patankar
Chief Strategy Officer – Publicis Groupe MENAT: Tahaab Rais

Associate Creative Director Creative: Farhan Siddiqui
Head of Production: Shereen Mostafa
Chief Executive Officer – Publicis Communications: Nathalie Gevresse
Business Lead – Communications Consultancy: Vicky Kriplani
Senior Producer: Judy Lamaa
Senior Manager – Communications Consultancy: Maria Jabbour

Manager – Communications Consultancy: Nahla Jaber
Head of Strategy & Insights: Aakriti Goel
Senior Manager – Strategy & Insights: Anna Sadykova

Production Company: Prodigious ME

Chief Executive Officer: Sami Saleh
Film Director: Tahaab Rais
Production Lead: Myriam Abi Wardeh
Producer: Ralph Matar
Director of Photography: Aeyaz Hasn
Assistant Director: Vanessa Mghames
Production Manager: George Khalaf
Production Coordinator: Nour Helou
Production Assistants: Rami Noureddine, Nader Al Zohbi
Art Director: Bora Batur
Wardrobe Stylist: Windy Ishak
Child: Tanmay Rishi Shah
The Creature: Mascot Maker, Cristy, Larry and Mujahid
Gear: Gamma Engineering
Gaffer: Sohail Iftikar
Key Grip: Ibrahim Touma
Hair & Makeup: Natalie Tufenkjian
Location: Bassel Alzoubi
BTS: Ralph Jigger

Post Production: Optix ME

Post Production Lead: Nayla Chacra
Post Producer: Megan Markel
Editor (Cold Cutz): Neda Ahmed
Online Supervisor: Eddy Farah
Online Artist: Rita Mechedjian, Priyanka Bhatheji
Colorist (LZRD): Karim Mira

Music: Magma Music Agency

Lyricist and songwriter: Tahaab Rais
Music Creative Director: Seppl Kretz
Music Supervisor: Michael Bertoldini
Composers: 22ghosts
Sound Design: Bram Van Bergen
Vocalist: Joseph Bills

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