BBDO Dubai's Centrepoint Campaign Aims to Encourage Youth Confidence Through Style

Centrepoint, the Middle East’s biggest fashion store and also the region’s most coveted fashion retail brand has launched its newest brand campaign.

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 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. “

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.”