Home Centre,,

“Avoid Post-Sale Anger”

Leo Burnett Dubai
reative Director Divyan Kriplani
Copywriter Farhan Siddiqui
Art Director Syed Shuja Hussain

The opportunity

Campaign Platform | Art Direction | Character Direction | Film Production

The Opportunity

Retail campaigns usually focus entirely on the excitement before and during a sale. Home Centre had an opportunity to own what people feel after missing one.

The Big Idea

When the sale ends, the heartbreak begins.

Post-Sale Heartache treated a missed discount like the end of a relationship. Anger became one emotional chapter in a larger campaign platform based on the recognisable stages people experience after losing a deal.

Creative Leadership

Defined the campaign’s comedy language and translated Anger into a complete character and performance system. Directed casting, styling, environments, physical comedy, composition, camera behaviour and edit timing, giving exaggerated emotion a polished cinematic treatment.

Impact

Gave Home Centre an ownable retail territory instead of another promotional sale campaign. The platform opened a repeatable storytelling system where every emotional stage could become a new film, character and social conversation.

click to play

Appendix

Official film:https://www.youtube.com/watch?v=qRQ2MCN3uT8

Campaign feature:https://www.behance.net/gallery/246358853/HOME-CENTRE-POST-SALE-HEARTACHE

Farhan Siddiqui acknowledgement:https://www.linkedin.com/posts/farhan-siddiqui-93563018_benjamin-franklin-once-said-whatever-is-activity-7280953177212932096-IGnf

Divyan Kriplani campaign post:https://www.linkedin.com/posts/divyan-kriplani-91443965_so-we-shot-this-recently-well-kinda-and-activity-7334082124339109888-H_da