Centrepoint | Show Yourself | Brand Film | 2018

Centrepoint – Middle East’s biggest fashion store and the region’s most coveted fashion retail brand, launched its newest brand film in cinema.

Conceptualized by Impact BBDO, Dubai, the new brand positioning embodies the spirit of the Centrepoint brand, to promote confidence through fashion.

“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 Marketing & Ecommerce Head of Centrepoint 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. “

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.”


Centrepoint’s – Show Yourself, 60 sec brand film was booked through Motivate Val Morgan in two bursts:


1st Burst –

Start Date: 25 January 2018

End Date: 31 January 2018

Period: 1 week

Cinema Locations: VOX Cinemas City Centre Deira, City Centre Mirdif, Mall of the Emirates and Burjuman


2nd Burst –

Start Date: 8 February 2018

End Date: 14 February 2018

Period: 1 week

Cinema Locations: VOX Cinemas City Centre Deira, City Centre Mirdif, Mall of the Emirates and Burjuman


Take a look at the commercial below:


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 Director – Christopher Kiernan

Account Director – Andrew Peacock

Account Manager – Lizelle Rodrigues

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 AshwellThe Assembly Rooms



Source: Centrepoint