Centrepoint had always been seen as a collection of disparate brands (Babyshop, Splash, Shoemart and Lifestyle) rather than a brand in its own right. We used the launch of the Spring / Summer Collection as chance to build the brand’s equity and positioned it as a destination for the whole family. We turned our back on traditionally posed models and instead opted for ‘slice-of-life’ imagery and messaging that connects emotionally with the customer.