Home Center,,

“Make More Room for Ramadan”

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

The opportunity

Campaign Development | Art Direction | Film Treatment | Integrated Visual Leadership

The idea

Ramadan advertising often repeats the same images of food, family and togetherness. Home Centre needed a more ownable role connected directly to what the brand brings into people’s lives.

The Big Idea

Make more room for everything Ramadan brings home.

Ramadan brings more family, generosity, conversation, guests and shared moments into the home. Home Centre could help people prepare their spaces for the emotional fullness of the month.

Creative Leadership

Turned the platform into a contemporary Middle Eastern family world through casting, styling, interior design, composition, lighting and camera direction. Every product appeared as part of real family behaviour rather than interrupting it.

Impact

Connected Home Centre’s commercial offering to a genuine cultural truth. The campaign gave the brand a meaningful role during Ramadan while building an idea that could live across film, retail, social and in-store experiences.

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Appendix

Official Home Centre filmhttps://www.youtube.com/watch?v=N3bumRL0dys

Official Home Centre Instagram posthttps://www.instagram.com/reel/C2H3xS1R13u/

Gulf News launch coveragehttps://gulfnews.com/uae/home-centre-unveils-its-ramadan-collection-1.1707372742495

Gulf News campaign videohttps://www.facebook.com/GulfNews.UAE/videos/home-centre-unveils-its-ramadan-collection/2584046918440741/

Campaign Middle East expert selectionhttps://campaignme.com/industry-experts-share-their-favourite-unskippable-ads/

Harper's Bazaar Arabia coveragehttps://www.harpersbazaararabia.com/culture/interiors/ramadan-refurb-explore-home-centres-stunning-new-collections-for-a-warm-and-elegant-celebration