2017 Winners & Shortlists

The Campaign

The idea needed to be something that our target audience could relate with. Our films narrated several situations from life that have happened to everyone at one point or another. We then further escalated it with one big situation to tell people that there’s no telling what life will throw at you next.

Creative Execution

The Sale films were placed on social media platforms -YouTube, Facebook, Twitter and Instagram at the beginning of the Sale which lasted for one month.

Centrepoint's Sale cut through the clutter and managed to stand out. The campaign which has two films received a total of over 10 million views. As a result, Centrepoint stores received a 15% increase in sales in the UAE, and a 14% icrease in Pan Arab sales compared to the same time last year.

The campaign was executed in a way that it felt like a feature film as opposed to another commercial. The art direction, editing, music, visual effects and voiceover all contributed to making it an entertaining piece of content that captivated our target audience.

The film campaign is based on a universal insight - Life has a mind of its own. And when it makes its own plans to ruin your day, the only thing you can do is look good.