Plight of Middle East’s domestic workers revealed in Home Box’s ‘The Hidden Room’
Leo Burnett is raising the profile of ex-pat domestic workers employed in the Middle East on behalf of furniture and furnishings brand Home Box with ‘The Hidden Room.’
The furniture retailer is delving into an ignored audience segment to better understand the living arrangements of 328 domestic workers who were happy to discuss the homes they worked in, but coy about their own rooms.
Bringing its cameras into ‘The Hidden Room,’ Leo Burnett Dubai relates the stories of Wasanti, Melat, Queenie and Resha, who have set up home in someone else’s to pursue a better life.
A far cry from the grandeur of the high-rise apartments and grand villas they work within, most workers make do with tiny living quarters typically measuring just seven by 10 feet or less. Recognizing their plight, Home Box has developed a collection of custom furniture scaled to fit within these cramped spaces, each piece marrying utility and beauty.
Tahaab Rais, chief strategy officer, Publicis Groupe Middle East & Turkey, said: “It has been incredibly rewarding working with the design team at Home Box to launch The Hidden Room Collection. While we cannot change the size of domestic workers’ rooms, we can advocate for smart living solutions, and we are proud to have contributed to such a meaningful initiative across the Gulf region.”
The campaign follows an initiative by Blankspot to raise awareness of migrant workers in Qatar ahead of the World Cup.