Brand | LANDMARK GROUP |
Product/Service | CENTREPOINT |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Cinema & Theatrical: Fiction & Non-Fiction |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Production
|
TRUFFLE Beirut, LEBANON
|
Production 2
|
MPC London, UNITED KINGDOM
|
Production 3
|
ASSEMBLY ROOMS London, UNITED KINGDOM
|
Production 4
|
LELAND MUSIC London, UNITED KINGDOM
|
The Campaign
'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.
Creative Execution
The film tells the story of ‘The boy nobody could see’. Set in a timeless, placeless university, we follow a boy who keeps blending in with his surroundings making him unnoticeable to everyone around. The story revolves around how he desperately tries to get noticed by his crush but fails to do so until he finally decides to show himself to the world.
Within just weeks of the film being released, it has already been viewed over 7 million times.
For the launch of Centrepoint’s new brand positioning campaign, we decided to tell a story. Our film that runs at 2 minutes and 45 seconds, tells the story of the boy nobody could see because he always chose to blend in with his surroundings.
The campaign targets 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.
Credits
Fadi Yaish |
Impact BBDO Dubai |
Executive Creative Director |
Alok Mohan |
Impact BBDO Dubai |
Creative Director |
Amr Hamdy |
Impact BBDO Dubai |
Creative Director |
Aly Seifelnasr |
Impact BBDO Dubai |
Agency Producer |
Colin Farmer |
Impact BBDO Dubai |
General Manager |
Christopher Kiernan |
Impact BBDO Dubai |
Account Director |
Andrew Peacock |
Impact BBDO Dubai |
Account Director |
Lizelle Rodrigues |
Impact BBDO Dubai |
Account Manager |
Rima Hussein |
Impact BBDO Dubai |
Account Manager |
Saurabh Dahiya |
Impact BBDO Dubai |
Planning Director |
Michel Abou Zeid |
Truffle |
Executive Producer |
Cynthia Chammas |
Truffle |
Executive Producer |
Martin Stirling |
Truffle |
Director |
Carl Burke |
Truffle |
DOP |
Jean Clément Soret |
MPC |
Editor |
Eve Ashwell |
The Assembly Rooms |
Editor |
Links
Social Media URL