2017 Winners & Shortlists

Brief Explanation

Centrepoint, the Middle East’s biggest fashion store wanted to announce their Sale 2016 regional advertising campaign. With 131 stores across the UAE, Kuwait, Oman, Bahrain, Lebanon and Saudi Arabia, Centrepoint is also the region’s most coveted fashion retail brand. 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.   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.

Results

The campaign which has two films relies on a fast approaching train (for Sabotage) and a falling burning piano (for Lies) for its climax scene. Both shots had to be done in CGI as shooting the scenes weren’t practical for various reasons. While it might seem easy to create it, the fact is it took two months to craft and to get both the train and the piano integrated in a way that it feels like was shot.