Centrepoint is lighting up the UAE streets this Ramadan with a compelling new OOH campaign that cannot be ignored. Famous for being the area's go-to fashion and lifestyle destination, Centrepoint has never struggled to find a means of relating to culturally pertinent moments in a fresh and relevant manner, like their last OOH campaign. Their previous campaigns have ridden the waves of messages about coming together, family, and fashion for all — and with A Ramadan of Radiance, they're steering the narrative further in the direction of sophistication, nostalgia, and diversity. The images are as poetical as the title — a series of glumly framed men, women, and kids wearing light-colored, moonish outfits, walking about with books and lanterns, or merely posing in restful attitudes. The muted softness of colours ranging from white, blue to silver provides the divine sheen, while the tribute is offered to the religiosity of Ramadan. The models’ wardrobes is stylish yet not too flamboyant, achieving a balance between modest ancient silhouettes and contemporary structures. The ad copy itself, understatedly spare — A Ramadan of Radiance — does most of the heavy lifting when it comes to setting an emotional tone. There's an assuredness that resonates in the restraint of it all, permitting the imagery and the understatement of the narrative to have their rightful place center stage. But what takes the importance of this campaign truly over the top is its extensive placement. From massive hoardings and building wraps to bridge pillars and digital screens, the campaign spans Dubai, Sharjah, and Ajman — embedding itself into the everyday lives of commuters and city-dwellers. You’ll spot it on high-traffic highways and main city arteries, perfectly positioned to catch the eye whether you’re driving past in a hurry or stuck in traffic. The savvy geographical location also reflects Centrepoint's demographic — families and people out to shop for Eid or replenish their wardrobes for the season. Positioning the campaign at these city centres, the brand ensures it's not just an ad — it's part of the city landscape this Ramadan. The campaign was unveiled in the first week of March on hoardings, digital screens, bridge pillars, mega coms in Dubai, Sharjah, and Ajman.
