Home Centre,,

“A Dad’s Job”

FP7 McCann
Creative Director Aunindo Sen
Art Director Syed Shuja Hussain

The opportunity

Campaign Ideation | Art Direction | Film Treatment | Production Partnership

The Opportunity

Parenting responsibilities are still divided by outdated labels. Everyday tasks are often described as a father’s responsibility even when mothers quietly perform them every day.

The Big Idea

If she already does the job, why is it still called a dad’s job?

Developed with Aunindo Sen from a deeply personal observation, the film challenged how society assigns roles inside the home. Instead of delivering a lecture, it allowed real mothers and children to reveal the contradiction through honest moments.

Creative Leadership

Established the emotional and visual language of the film around realism, restraint and human truth. Directed casting, environments, styling, framing, lighting and performance, working closely with the director and production team to protect the idea from script to final edit.

Impact

Turned Home Centre from a furniture retailer into a meaningful voice in a wider cultural conversation about parenting and equality. The work received major international recognition, including honours at Dubai Lynx, WARC, Clio, Gerety and Caples.

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Appendix

The One Show official project and creditshttps://www.oneclub.org/awards/theoneshow/-award/39910/a-dads-job/

Syed Shuja Hussain's One Show credit recordhttps://www.oneclub.org/awards/theoneshow/-credit/121095/2021/21/4

Official filmhttps://www.youtube.com/watch?v=JwYs0mFtNoA

WARC Behind the Winning Ideahttps://www.youtube.com/watch?v=juBGGtvHVOI

Clio Awards Silverhttps://clios.com/winners-gallery/details/121538

Gerety Awards Silverhttps://www.geretyawards.com/winners/2021/entry/69120/a-dad-s-job-home-centre

Caples Awards resulthttps://caples.org/2021-winners-results/?cat=Radical+new+strategy&id=196

Dubai Lynx Grand Prix coveragehttps://campaignme.com/dubai-lynx-announces-winners/

WARC Grand Prix coveragehttps://www.brandinginasia.com/warc-awards-for-effectiveness-announces-inaugural-winners/

Little Black Book featurehttps://lbbonline.com/news/home-centre-shares-fathers-day-message-with-a-moving-twist

Ads of the World archivehttps://www.adsoftheworld.com/campaigns/a-dad-s-job

Creativepool credit pagehttps://creativepool.com/cannes-lions-winners-2021/projects/a-dads-job-for-home-centre