DON'T DIE TILL THAT DAY

Short List
TitleDON'T DIE TILL THAT DAY
BrandCENTRAL DEPARTMENT STORE
Product / ServiceCENTRAL MIDNIGHT SALE
CategoryA01. Fiction & Non-Fiction Film: Up to 5 minutes
EntrantWOLF BANGKOK, THAILAND
Idea Creation WOLF BANGKOK, THAILAND
Production FACTORY01 Bangkok, THAILAND

Credits

Name Company Position
Torsak Chuenprapar Wolf Bkk Chief Creative Officer
Torsak Chuenprapar Wolf Bkk Art Director
Kanit Mingmuang Wolf Bkk Creative Director
Kanit Mingmuang Wolf Bkk Copywriter
Pawares Vessukanmanukul Wolf Bkk Creative Group Head
Sarayut Tangpongsiriprapa Wolf Bkk Creative Group Head
Onanong Klaysuban Wolf Bkk Art Director
Kanokwan Wiriyakajonkeat Wolf Bkk Art Director
Chananchida Pattarakiatikun Wolf Bkk Copywriter
Phachara Saothayanan Wolf Bkk Copywriter
Phannika Vongsayan Wolf Bkk Managing Director
Chonlatid Saenghiran Wolf Bkk Business Director
Thossaporn Kaewnurachadasorn Wolf Bkk Account Manager
Chanapat Srabua Wolf Bkk Agency Producer

Why is this work relevant for Entertainment?

Don’t Die Till That Day commercial use Thai folk song as the main tool to tell entertaining story of embarrassing-to-death moments which no one would allow themselves to miss the sale. Since the music execution is the hero the the campaign. It can be adapted to many kind of entertainment such as music video / in-store jingle / music steaming / internet challenge etc.

Background

Central Midnight Sale is the biggest sale event of Central Department Store, Thailand’s department store chain. As the store is located nationwide, we must attract and make it related to the people all over the country. The client also wanted us to make it fashionable at the same time.

Describe the creative idea

Meanwhile “unmissable” became too normal for advertisement. We decided to launched the new Midnight Sale campaign with the spicier-than-ever pitch, “Don’t Die Till That Day”.

Describe the strategy

Firstly, the film intentionally uses "die" in a social context, such as a costume malfunction, intimate lift incident, or committing career suicide - things that could cause you to 'die' of embarrassment. Secondly, we found that Thai people love Looktung music (Thai folk music) so much especially on YouTube which most of famous songs gained over ten million view! So we decided to create Midnight Sale commercial by using an entertaining Looktung song to tell the main idea.

Describe the execution

Start with composing Looktung music (Thai folk music) with an insightful lyrics about the embarrassing-to-death moments that could happen to anyone of us. Then filming the music video as the main commercial. And also reimagining all Thai-related elements such as Looktung song, government officer uniform into ultimately fashionable version.

Describe the outcome

The film has reached all Thais, urban to local, resulted in 3,500 Shares within 12 hours, 1,000,000+ Views within a day, and 13 times higher engagement than competitor’s campaign.

Links
Video URL