Home Centre,

“Avoid Post-Sale Sadness”

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

The opportunity

Campaign Platform | Art Direction | Character Design | Performance Direction

The Opportunity

After establishing Post-Sale Heartache as a campaign world, each emotional stage needed its own character, visual rhythm and style of comedy.

The Big Idea

Missing the sale feels like losing the one that got away.

Sadness treated the end of a retail promotion like a painfully dramatic breakup. Familiar feelings of regret, emptiness and self-pity were pushed into an absurd but recognisable emotional world.

Creative Leadership

Defined the Sadness chapter through restrained performances, oversized reactions, deliberate silence and carefully composed physical humour. Directed the relationship between character, environment, camera and edit so the comedy felt cinematic and emotionally believable.

Impact

Extended Post-Sale Heartache beyond a single execution into a scalable campaign platform. Each new emotional chapter strengthened recognition while giving Home Centre fresh content without losing the central idea.

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Appendix

Home Centre campaign film and full campaign descriptionhttps://www.linkedin.com/posts/divyan-kriplani-91443965_so-we-shot-this-recently-well-kinda-and-activity-7334082124339109888-H_da

Home Centre campaign reference by Birthhttps://www.facebook.com/birth.tv/posts/homecentre-stages-of-grief-directed-by-nalleaxel-_____represented-by-birth/1725527846241446/

Home Centre campaign production referencehttps://www.instagram.com/p/Cdv8JXqoiHD/

Home Centre campaign social referencehttps://www.instagram.com/p/DITDOZ9tocA/