SHOP UNFRIEND

Bronze Spike
TitleSHOP UNFRIEND
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?

To fight in a battlefield of Black Friday Sale, We turned Midnight Sale into something bolder than usual: Black Midnight Sale. The insightful story of two best friends when they want to buy the same thing on the way to the Black Midnight Sale. As dark as its name, Needless to say, they don’t make it to the shop together, because friendship is forever, except on sale days!

Background

Central Midnight Sale, the biggest sale event of Thailand’s 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.

Describe the creative idea

To fight in a Black Friday league, We are not gonna launch a normal Midnight Sale. So we come up with the solution: Change the name and turn Midnight Sale into something bolder than usual: “Black Midnight Sale – Shop Unfriend”.

Describe the strategy

The film bring back the best friend characters of the Midnight Sale ad : Tracee & Victoria from Midnight Sale 2018 as the main cast of Midnight Sale 2020. In order to demonstrate the friendship that being tested in this “Shop Unfriend” campaign!

Describe the execution

We create the insightful story of two best friends when they want to buy the same thing on the way to the Black Midnight Sale. As dark as its name, Needless to say, they don’t make it to the shop together, because friendship is forever, except on sale days.

Describe the outcome

The film has reached all Thais, urban to local, resulted in over 15k engagements within the week of launching, and 35m organic views until now, and gain a lot of free PR from several publishers in both Thailand and other countries.

Links
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