|Title||DON'T DIE TILL THAT DAY|
|Brand||CENTRAL DEPARTMENT STORE|
|Product / Service||CENTRAL MIDNIGHT SALE|
|Category||A01. Fiction & Non-Fiction Film: Up to 5 minutes|
|Entrant||WOLF BANGKOK, THAILAND|
|Idea Creation||WOLF BANGKOK, THAILAND|
|Production||FACTORY01 Bangkok, THAILAND|
|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|
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.
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.
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”.
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.
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.
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.