Centrepoint is getting families ready for the new school year with a colourful outdoor campaign across the UAE.
The 2026 back-to-school campaign has appeared on large-format hoardings in Dubai and unipoles in Sharjah. It features school uniforms, backpacks, trolley bags and other essentials available across Centrepoint brands.
The timing is important. Schools following the UAE academic calendar return on 31 August 2026, making the second half of August an important shopping period for parents and families.
Centrepoint Says, “Guess Who’s Back!”
The main campaign line is simple: “Guess Who’s Back!”
In Dubai, the creative shows six children in school uniform stepping off a yellow school bus. The familiar bus immediately connects the campaign with the return to school.
The advert also highlights selected prices, including uniforms from AED 17.
Centrepoint’s logo sits prominently in the middle of the display, alongside Babyshop, Splash, Shoemart and Lifestyle. The campaign also includes the Centrepoint website, making it easy for people to identify where the products can be found.
Arabic messaging is included on another section of the hoarding, giving the campaign a bilingual approach suited to the UAE market.
Prices Give Parents Useful Information
Centrepoint has also made selected prices visible within the campaign.
This works well for back-to-school shopping because families are often buying several items at once.
Uniforms, shoes, backpacks, stationery and other essentials can quickly add up. Showing starting prices gives parents an immediate idea of what is available before they visit a store or website.
The campaign highlights examples such as uniforms from AED 17.
The prices are supported by large product and lifestyle imagery, keeping the campaign focused on the shopping occasion.
Back-to-School Becomes Part of Centrepoint’s Outdoor Calendar
The latest campaign continues a busy year for Centrepoint’s outdoor activity in the UAE.
Centrepoint has already used outdoor media for Ramadan, a 70% off promotion, and Eid Al Adha during 2026. The back-to-school campaign is its fourth major outdoor push of the year.
Centrepoint also ran its “Class of 2025” back-to-school campaign during the same seasonal period last year.
This shows how the retailer plans its outdoor presence around important shopping periods.
Each campaign can change its message while Centrepoint maintains visibility at moments when consumers are already preparing to spend.
A Timely Campaign for UAE Families
Back-to-school advertising works best when it feels relevant to what families are already thinking about.
Centrepoint has achieved this through familiar school imagery, visible prices and straightforward messaging.
The yellow bus signals that the new term is close. The children and uniforms bring the school setting to life. Product prices then give parents practical information for their shopping plans.
Using billboard advertising across Dubai and Sharjah gives Centrepoint a visible presence during one of the busiest retail periods before the new academic year.
With schools reopening on 31 August, the campaign arrives at a time when uniforms, backpacks and school supplies are already high on many UAE families’ shopping lists.
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