BANGKOK, THAILAND – Central Midnight Sale, the biggest sale event of Central Department Store, will be held during Black Friday 2020. The challenge is how to make Midnight Sale stand out from other Black Friday sales.
Wolf BKK, creative agency, came up with the solution: change the name and turn Midnight Sale into something fiercer than usual: “Black Midnight Sale – Shop Unfriend”.
Central Department Store launched the insightful commercial film about what happen when BFF want to buy the same thing at Black Midnight Sale. As dark as its name, The film shows the dark side of shoppers even besties also have it. Because it’s my sales, not yours.
Client: Central Department Store
Agency: Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Creative Director: Kanit Mingmuang
Creative Group Head: Pawares Vessukanmanukul
Art Director: Onanong Klaysuban, Chayaporn Wangchana
Copywriter: Chananchida Pattarakiatikun, Phachara Saothayanan
Managing Director: Phannika Vongsayan
Business Director: Chonlatid Saenghiran
Account Manager: Thossaporn Kaewnurachadasorn
Account Executive : Suratchana Khumpoka
Agency Producer: Chanapat Srabua
Production Company: FACTORY01
Director: Wuthisak Anarnkaporn