Domestic workers

‘The Hidden Room’ shines a light on expatriate domestic workers in the Middle East

With a moving film, Home Box announces the launch of a new furnishing collection for an often overlooked segment: domestic workers.

Expatriate domestic workers are employed in many homes across the Middle East, but it’s a segment that the furniture and home furnishings category, in general, has often overlooked, according to a new campaign from the Home Box furniture brand. To better understand the living spaces of these expats working across the Middle East, the retailer surveyed 329 domestic workers about their favorite places in the homes where they work.

Of all the places they talked about, one space remained hidden, out of sight: their own bedroom.

This idea inspired the creation of a campaign film called “The Hidden Room”, via 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 live far from their own families.

Many domestic workers are employed in towering skyscrapers and large villas, but their bedrooms remain very small spaces – usually 7ft x 10ft, but sometimes even smaller.

To address this issue in a sensible way, Home Box has teamed up with Leo Burnett Dubai to launch “The Hidden Room Collection” – a specially curated collection, designed in collaboration with the Home Box design team.

The Hidden Room collection features beautifully crafted furniture and home furnishings for small spaces where domestic workers typically live. It launched over the weekend during Eid al-Adha, one of the biggest shopping times of the year.

A second film shows how The Hidden Room Collection transforms small rooms by adding smart storage solutions, enlivened with prints, textures and colors:

Both movies direct people to The Hidden Room websitewhere they can purchase The Hidden Room Collection, which is also available at Home Box stores in the Middle East.

Before and after

“Working with the Home Box design team to launch The Hidden Room Collection has been incredibly rewarding,” says Tahaab Rais, Chief Strategy Officer, Publicis Groupe Middle East & Turkey. “While we cannot change the size of domestic workers’ bedrooms, we can advocate for smart living solutions, and we are proud to have contributed to such a meaningful initiative in the Gulf region.”


Credits

Client: Home box

Creative agency: Leo Burnett Dubai

Production Company: Liwa Content.Driven

Ajay Antal, CEO, Home Box

Kunal Kapoor, Marketing Manager, Home Box

Shahzeen Rizvi, Omnichannel Digital Marketer, Home Box

Bassel Kakish, Managing Director, Publicis Groupe ME&T

Kalpesh Patankar, Creative Director and Creative Director, Leo Burnett

Tahaab Rais, Director of Strategy, Publicis Groupe ME&T

Tahaab Rais, director, story and sound design

Shereen Mostafa, Production Manager, Leo Burnett

Sagar Rege, Executive Producer, Liwa Content.Driven

Aeyaz, DoP and Cinematography

Aunindo Sen, Senior Creative Director, Editor, Leo Burnett

Kapil Bhimekar, Creative Director and Art Direction, Leo Burnett

Paurav Shah, Senior Writer and Dialogues, Leo Burnett

Smit Agrawal, creative

Vaibhava Bhatnagar, creative

Remy Haddad, 1st AD

Neda Zag, Managing Editor, Cold Cutz

Karim Mira, Colorist and Colorist, LZRD

Khushboo Sawlani, Designer of Strategic and Creative Excellence

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 Manager, Liwa Content.Driven

Nishqa Pillai, Account Manager, Liwa Content.Driven

Shoaib Ischtiak, Nikhil Soman, Talal Dakkak, post-production, Liwa Content.Driven

Raed Hakim, Director of Client Operations

Sheni Meledath, Senior Manager – Digital Delivery

Venkat Krish, Senior User Experience Specialist

Soundtrack: Uniq’s ‘Art of Silence’ featuring Onio