In a region that is known for its year-long sales and shopping festivals, Centrepoint had to stand out in an overly competitive and cluttered category, meet expectations that are incredibly high and attain more footfalls in their stores.
With 140 stores across the UAE, Kuwait, Oman, Bahrain, Lebanon and Saudi Arabia, Centrepoint is the Middle East’s biggest fashion store and also the region’s most coveted fashion retail brand.
Its newest Sale regional advertising campaign conceptualized by Impact BBDO, Dubai, is based on ‘one of the purest emotions’. When there’s a sale, you feel like you want everything in the store. And if that comes across as greed, that’s okay. Because the Centrepoint Sale is the only socially acceptable place to unleash greed.
“This is a bold new moment for Centrepoint as we look to take the brand forward. The film tackles the motivations and modern contradictions behind consumer decision making,” says Simon Cooper, head of Centrepoint, in a press statement. Shyam Sunder, senior head of marketing adds, “The Centrepoint Sale is one of the biggest retail events in the region. Our new film from Impact BBDO is based on a strong behavioral insight which directly relates to our Sale.”
“The first thing people asked when they saw the film was “Where did you shoot this?”. Their jaws dropped when they learnedt it was in Beirut. We are immensely proud that a film shot in Lebanon is raising the bar in the Middle East,” says Cynthia Chammas and Michelle Abou Zei, Executive Producers at Truffle Films.
Fadi Yaish, ECD of Impact BBDO, Dubai sums it up well: “The Centrepoint Sale comes with up to 70 percent off, it would be a crime if you weren’t greedy.”
In less than 24 hours, the film has already been viewed over a million times and it’s making a positive impact, when it comes to footfalls across Centrepoint stores.
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
Creative Director – Amr El Haddad
Associate Creative Director – Alok Mohan
Agency Producer – Aly Seifelnasr
VP General Manager – Colin Farmer
Account Director – Christopher Kiernan
Account Manager – Lizelle Rodriguez
Planner – Saurabh Dahiya
Production House – Truffle Films, Beirut
Executive Producers – Cynthia Chammas and Michel Abou Zeid
Director – Virgil Ferragut
DOP – Daniel Lindhom
Costume Designers – Oscar Charpentier and Bashar Assaf
Head SFX Make up / Hair – Inaki Maestre Lopez
Production Designer – Nathaly Harb
Casting Director – Lucciana Boulos
Line Producer – Same Joe Khoury
Production Manager – Sami Abou Zeid
Music – Sary Hany
Editor – Olivier Bugge Coutte
Colourist – Henri Pulla
Audio production – Eardrum Australia
Audio producer – Ralph Van Dijk