Page 34 - Communicate

Q1 2018 | MEDIA WORK

The good side of greed

Centrepoint says it’s good to be greedy... during its sale

CREDITS

Client: Centrepoint
Head of Centrepoint: Simon Cooper
Senior head of marketing: Shyam
Sunder
Marketing manager: Rupal Panjani

Agency: Impact BBDO, Dubai
Executive creative director: Fadi Yaish
Creative director: Amr El Haddad
Associate creative director: Alok
Mohan
Agency producer: Aly Seifelnasr
VP GM: Colin Farmer
Account director: Christopher Kiernan
Account manager:Lizelle Rodriguez
Planner: Saurabh Dahiya
Production House: Truffle Films, n a region that is known for its rather raw, basic, human emotion: this?”. Their jaws dropped when
Beirut Iyear-long sales and shopping fes- greed. And that’s okay. Or so says they learnet it was in Beirut. We
Executive Producers: Cynthia tivals, Centrepoint had to stand out the campaign developed by Impact are immensely proud that a film
Chammas and Michel Abou Zeid in an overly competitive and clut- BBDO Dubai. shot in Lebanon is raising the bar
Director: Virgil Ferragut tered category, meet expectations “This is a bold new moment in the Middle East,” says Cynthia
DOP: Daniel Lindhom that are incredibly high and attain for Centrepoint as we look to take Chammas and Michelle Abou Zei,
Costume designers: Oscar Charpentier more footfalls in their stores. the brand forward. The film tack- Executive Producers at Truffle Films.
and Bashar Assaf With 140 stores across the UAE, les the motivations and modern The video has some interest-
Head SFX Make up/Hair: Inaki Kuwait, Oman, Bahrain, Lebanon contradictions behind consumer ing comments on YouTube with
Maestre Lopez and Saudi Arabia, Centrepoint is the decision making,” says Simon users calling out the company on
Production designer: Nathaly Harb Middle East’s biggest fashion and Cooper, head of Centrepoint, in glorifying greed. But, for better
Casting director: Lucciana Boulos retail store. In the past, it has stuck to a press statement. or for worse, the video does have
Line producer: Same Joe Khoury either straightforward, even boring, Not only is this a bold move for 1,424,779 views.
Production panager: Sami Abou Zeid tactical campaigns during its sales. the brand because of its messaging Well, it’s Dubai. It’s the holi-
Music: Sary Hany At other times, it has gone for a more but also because of the scale of day/shopping season. As the film’s
Editor: Olivier Bugge Coutte family-friendly approach focusing the film’s production, which took description says, “For once, we’re
Colourist: Henri Pulla on themes such as togetherness. place in Beirut. “The first thing inviting everyone to be greedy. In
Audio production: Eardrum Australia Now, in stark contrast, its lat- people asked when they saw the fact, we feel it would be a crime
Audio producer: Ralph Van Dijk est Sale campaign is centered on a film was “Where did you shoot if you weren’t.”

34 I Communicate