This Centrepoint Film Calls Out The Wallflowers

Centrepoint is going all out promoting its new brand positioning. The fashion retail brand is spreading the message of ‘show yourself’, which it says is in line with its purpose driven thinking.

In its newest brand campaign, the new brand positioning looks to promote confidence through fashion. Impact BBDO Dubai has conceptualized the campaign.

“With a shifting consumer, cultural and competitive landscape, our new brand strategy focuses on positioning Centrepoint with purpose and pride heralding a new era for fashion-retail. The brand campaign is a reflection of our ‘purpose driven’ thinking and puts the consumer right at the centre of the action,” says Simon Cooper, Head of Centrepoint.

Not only does the campaign target a growing segment of the youth who constantly battle to express themselves, but cuts across a wide spectrum of audiences – especially in the region that can relate to the emotion and the lack of it. For them, fashion-confidence is a powerful ally and a response to the uncertainty.

“‘Show Yourself’ is based on a simple insight — that the lack of confidence often buries people under layers of self-doubt and uncertainty. Thus, making the brand platform an invitation to the inner-self, to break through the layers of ‘self-doubt’ that curb expression,” added Shyam Sunder, Senior Head of Marketing, Centrepoint.

Produced by Truffle, Beirut, and directed by Martin Stirling, the film tells the story of ‘The boy nobody could see’ and features Passenger cover ‘Let her go’ by Anna Pancaldi and Arch Birds.

“I’ve always identified with introverts. There have been times where I have felt comfortable blending in with the surroundings or the furniture even. But my best moments have come, when I’ve taken the courage to show the world that I exist,” commented Fadi Yaish, ECD of Impact BBDO Dubai.

Brand – Centrepoint
Head of Centrepoint: Simon Cooper
Senior Head of Marketing: Shyam Sunder
Marketing Manager: Rupal Panjani

Agency: Impact BBDO, Dubai
Executive Creative Director: Fadi Yaish
Associate Creative Director: Alok Mohan
Agency Producer: Aly Seifelnasr
VP General Manager: Colin Farmer
Account Director: Christopher Kiernan
Account Director: Andrew Peacock
Account Manager: Lizelle Rodrigues
Account Manager: Rima Hussein
Planner:  Saurabh Dahiya

Production House: Truffle, Beirut
Executive Producers: Michel Abou Zeid and Cynthia Chammas
Director: Martin Stirling
DOP: Carl Burke
Costume Designer: Valter Kobal
Grading: Jean Clément Soret / MPC London
Online: MPC London
Music Supervisor: Leland Music
Passenger Cover: “Let Her Go” by Anna Pancaldi and Arch Birds
Production Designer: Natasa Rogelj
Editor/ Editing House: Eve Ashwell – The Assembly Rooms

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