BANGKOK, THAILAND — From shopping insight during the sale event, we sometimes feel guilty for spending money when we realize that we already have 15 lipsticks or 8 pairs of shoes at home. But in the final quarter of 2021, the toughest year of the pandemic in Thailand, if the 16th lipstick or the 9th pair of shoes could make you happy, allow yourself to own it.
Central Department Store teamed up with Wolf BKK, creative agency, and FACTORY01, production company. Together, they came up with the brilliant concept ‘Guilty Free Festival’ allowing shoppers to shop guilt-freely by turning every single item in the store into something they never had before.
The campaign renames all products on both Central stores (on-shelf & in-store signage) and e-commerce platforms (website & delivery package) into the creative options so that shoppers can shop more guiltlessly. For example: Solarglasses (Sunglasses), Kisstick (Lipstick), Feet Jacket (Shoes), Hair Organizer (Hair Brush)
CREDITS
Client: Central Department Store
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Creative Director: Kanit Mingmuang
Creative Group Head: Pawares Vessukanmanukul
Art Director: Onanong Klaysuban
Copywriter: Chananchida Pattarakiatikun, Pandarie Somjit
Managing Director: Phannika Vongsayan
Business Director: Chonlatid Saenghiran
Account Manager: Thossaporn Kaewnurachadasorn
Agency Producer: Chanapat Srabua
Production Company: Factory01
Director: Wuttisak Anankaporn
