2018 Winners & Shortlists

THE BOY NOBODY COULD SEE

BrandLANDMARK GROUP
Product/ServiceCENTREPOINT
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryCinema & 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

Name Company Role
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
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