Introducing “The Hidden Room Collection”, a curated homeware collection that aims to transform the living spaces of domestic helpers.
Home Box partnered with Leo Burnett Dubai to launch “The Hidden Room Collection” – a specially curated collection, designed in collaboration with Home Box’s design team.
‘The Hidden Room’ is a short film by Leo Burnett Dubai about four women – Wasanti, Melat, Queenie and Resha.
‘The Hidden Room’ is a short film by Leo Burnett Dubai about four women employed as domestic workers – Wasanti, Melat, Queenie and Resha.
Expat domestic workers are employed in many homes in the Middle East, but it is a segment that the home furniture and furnishing category, in general, has always left out.
To understand the living spaces of domestic workers, furniture retailer Home Box asked 329 domestic workers about their favorite place in the homes they work in. Out of all the places they spoke about, one space remained unmentioned, hidden from view: their own room.
This insight inspires ‘The Hidden Room’, a short film by Leo Burnett Dubai about four women – Wasanti, Melat, Queenie and Resha. Like many domestic workers, they have come to the Middle East from all over the world, and are living away from their own families: https://www.youtube.com/watch?v=USbcrNym1ro
Many domestic workers are employed in towering skyscrapers and big villas, but their rooms remain very small spaces – typically 7 feet x 10 feet, but sometimes even smaller. To address this issue in a sensitive way, Home Box partnered with Leo Burnett Dubai to launch “The Hidden Room Collection” – a specially curated collection, designed in collaboration with Home Box’s design team.
The Hidden Room Collection provides beautifully designed furniture and furnishing items for the small spaces where domestic workers typically live. It launched over the weekend during Eid al-Adha, one of the biggest shopping periods of the year.
This professional campaign titled 'The Hidden Room' was published in United Arab Emirates in July, 2022. It was created for the brand: Home Box, by ad agency: Leo Burnett. This Film medium campaign is related to the House, Garden industry and contains 4 media assets. It was submitted over 1 year ago by Creative PR: Barbara Messer of Publicis Groupe.
Client: Home Box
Creative Agency: Leo Burnett Dubai
Production Company: Liwa Content.Driven
Ajay Antal, Chief Executive Officer, Home Box
Kunal Kapoor, Marketing Manager, Home Box
Shahzeen Rizvi, Digital Marketing Specialist Omni-channel, Home Box
Bassel Kakish, Chief Executive Officer, Publicis Groupe ME&T
Kalpesh Patankar, Chief Creative Officer and Creative Direction, Leo Burnett
Tahaab Rais, Chief Strategy Officer, Publicis Groupe ME&T
Tahaab Rais, Film Director, Story and Sound Design
Shereen Mostafa, Head of Production, Leo Burnett
Sagar Rege, Executive Producer, Liwa Content.Driven
Aeyaz, DoP and Cinematography
Aunindo Sen, Senior Creative Director, Copywriter, Leo Burnett
Kapil Bhimekar, Creative Director and Art Direction, Leo Burnett
Paurav Shah, Senior Copywriter and Dialogues, Leo Burnett
Smit Agrawal, Creative
Vaibhava Bhatnagar, Creative
Remy Haddad, 1st AD
Neda Zag, Editor, Cold Cutz
Karim Mira, Grading and Colorist, LZRD
Khushboo Sawlani, Strategic and Creative Excellence Designer
Asma Zaghdoud, Account Manager, Leo Burnett
Nadine Raad, Account Manager, Leo Burnett
Shane Vessaoukar, Executive Producer, Liwa Content.Driven
Neha Jaswani, Production Coordinator, Liwa Content.Driven
Charbel Zgheib, Production Designer, Liwa Content.Driven
Puja Chatterjee, Account Director, Liwa Content.Driven
Nishqa Pillai, Account Manager, Liwa Content.Driven
Shoaib Ischtiyak, Nikhil Soman, Talal Dakkak, Post-Production, Liwa Content.Driven
Raed Hakim, Client Operations Director
Sheni Meledath, Senior Manager - Digital Delivery
Venkat Krish, Senior User Experience Specialist
Soundtrack: ‘Art of Silence’ by Uniq featuring Onio