| Title | DON'T DIE TILL THAT DAY |
| Brand | CENTRAL DEPARTMENT STORE |
| Product / Service | CENTRAL MIDNIGHT SALE |
| Category | F03. Single-market Campaign |
| Entrant | WOLF BANGKOK, THAILAND |
| Idea Creation | WOLF BANGKOK, THAILAND |
| Production | FACTORY01 Bangkok, THAILAND |
| 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 |
From the universal shopper’s insight that nothing can stop their determination to shop. – Nothing even the death itself. 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. No matter what cause to death, shoppers won’t allow themselves to die before the Midnight Sale!
Thai people love Looktung music (Thai folk music) so much especially on YouTube which most of famous songs gained over ten million views! We decided to create Midnight Sale commercial by using an entertaining Looktung song to tell the main idea of “Shop First, Die Later.”