BANGKOK, THAILAND – Shopaholics always have an excuse to buy something new. Even as the economy gets tougher, every shopper finds a way to justify their choices. To outsiders, those reasons might seem pointless. That’s why Central The 1 stands behind every shopper’s reason with a new feature: Dynamic Points — a revolutionary way to earn rewards that breaks the market norm of simply giving 4x points.
This isn’t just a small upgrade — it’s a game changer that adapts to your spending habits and benefits you far beyond traditional limits, making every decision make sense and turning every purchase into something undeniably worth it.
The campaign kicks off with a film directed by Nawapol Thamrongrattanarit. The story unfolds in an absurd moment between two sisters, when the older one returns home with a pile of shopping bags, starts unpacking them, and dresses head to toe in a fearless, runway-ready bomber jacket, sleek leather gloves, and oversized designer sunglasses — right in the middle of the Thai summer heat — with an excuse that sounds completely unreasonable.
Her sister watches in disbelief, trying to understand the logic behind such a choice. Until she sees the points.
What once seemed completely pointless suddenly makes perfect sense. Because with Central The 1, everything really has a point.
CREDITS
Brand: Central The 1
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Pathida Akkarajindanon
Senior Art Director: Panupong Putong
Senior Copywriter: Pandarie Somjit
Art Director: Narada Kittikunokorn
Copywriter: Poomrapee Ongardvanish
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sansuda Chuaphanich
Communications Managers: Thananya Piyacharoenwattana, Naphat Chiangrat
Agency’s Producers: Chanoknan Wongwises, Wissuta Sukksawat
Production House: .HAPPY ENDING FILM
Director: Nawapol Thamrongrattanarit
Producer: Pacharin Surawatanapongs
AD: Parama Malakul Na Ayudhya
DOP: Kritsada Nakagate
Production Designer: Patcharanun Talanon
Props Master: Jirayoot Chomparapol
Casting Master: Surangkana Suwanjinda
Location Manager: Uthit Boonsoemkhanit
Stylist: Kwanhatai Chittiwatana
Editor: Chaleamchon Natipat
Post House: One Cool Production
Sound Mix: Mellow Tunes
Music: YONLAPA
