Centrepoint, a family fashion retailer, won several awards for the advertising of its latest sale campaign at 16th Annual Cristal Festival at Courchevel in France.
It bagged nine Cristals, including three Golds, at the festival that is considered one of the biggest advertising events in the world.
“We wanted to be as unconventional as possible. There is a dearth of creativity when it comes to sales and promotions in the region and we wanted to push the limit. We received a fantastic response for our initial advertisement that was released in August and we are looking forward to the audience response to our new film,” said Shyam Sunder, head of marketing at Centrepoint.
The ad campaign was released in a two-film series, the first titled “Sabotage” and the other “Lies.”
Impact BBDO, Dubai produced the films. Shot in black and white, they raise the point that while there is not much you can do to counter all the indignities life hurls at you, the least you can do is visit the Centerpoint sale and look good.
“As much as a sales campaign is fun to do, this was a serious job with significant business implications. We needed to deliver an idea that ticks all boxes and at the same time captures people’s hearts and minds and provokes them to act,” said Fadi Yaish, ECD of Impact BBDO, Dubai.
The dark satirical treatment of the ad is a departure from the brand’s brighter visuals and light family-focused campaigns.
It bagged nine Cristals, including three Golds, at the festival that is considered one of the biggest advertising events in the world.
“We wanted to be as unconventional as possible. There is a dearth of creativity when it comes to sales and promotions in the region and we wanted to push the limit. We received a fantastic response for our initial advertisement that was released in August and we are looking forward to the audience response to our new film,” said Shyam Sunder, head of marketing at Centrepoint.
The ad campaign was released in a two-film series, the first titled “Sabotage” and the other “Lies.”
Impact BBDO, Dubai produced the films. Shot in black and white, they raise the point that while there is not much you can do to counter all the indignities life hurls at you, the least you can do is visit the Centerpoint sale and look good.
“As much as a sales campaign is fun to do, this was a serious job with significant business implications. We needed to deliver an idea that ticks all boxes and at the same time captures people’s hearts and minds and provokes them to act,” said Fadi Yaish, ECD of Impact BBDO, Dubai.
The dark satirical treatment of the ad is a departure from the brand’s brighter visuals and light family-focused campaigns.
