Centrepoint's New Campaign 'The Boy Nobody Could See' Aims to Promote Confidence Through Fashion
Posted on 2018 Jan,31  | By ArabAd staff

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