Centrepoint, the Middle East’s renowned fashion store and retail brand has announced a new chapter in its marketing communications with the launch of its new brand platform - Show Yourself.
Conceptualized by Impact BBDO, Dubai, and directed by the acclaimed British director Martin Stirling, the new positioning embodies the spirit of the Centrepoint brand, to promote confidence through fashion. The main message conveyed to the brand's audience demographic, the youth, is not to bury themselvesa under layers of self-doubt and uncertainty, as they can achieve so much more when they step up to the moment.
“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.
Shyam Sunder, Senior Head of Marketing adds,” '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. “
The film will run throughout the year on leading airlines in the region. It will also be supported by a BTL and ATL year-round campaign incorporating social media, in-store branding and PR, whilst strategic on-ground partnerships with region-wide partners are set to be launched later this year to amplify the 'Show Yourself' message directly to consumers.
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.
Fadi Yaish, ECD of Impact BBDO, Dubai adds to the truth behind the film: “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.”
Client – 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 Directors – Christopher Kiernan; Andrew Peacock
Account Managers – Lizelle Rodrigues; 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