Short List
CategoryC05. Customer Retail / In-Store Experience
EntrantWOLF Bangkok, THAILAND
Idea Creation WOLF Bangkok, THAILAND
Production FACTORY01 Bangkok, THAILAND
Post Production FACTORY01 Bangkok, THAILAND


Name Company Position
Torsak Chuenprapar Wolf Bkk Chief Creative Officer
Torsak Chuenprapar Wolf Bkk Art Director
Torsak Chuenprapar Wolf BKK Copywriter
Kanit Mingmuang Wolf Bkk Creative Director
Kanit Mingmuang Wolf Bkk Art Director
Kanit Mingmuang Wolf Bkk Copywriter
Pawares Vessukanmanukul Wolf Bkk Creative Group Head
Pawares Vessukanmanukul Wolf Bkk Art Director
Pawares Vessukanmanukul Wolf Bkk Copywriter
Onanong Klaysuban Wolf Bkk Art Director
Chananchida Pattarakiatikun Wolf Bkk Copywriter
Pandarie Somjit Wolf Bkk Copywriter
Thosaporn Kaewnurachadasorn Wolf Bkk Account Director
Chanapat Srabua Wolf Bkk Agency Producer
Phannika Vongsayan Wolf Bkk Managing Director
Chonlatid Saenghiran Wolf Bkk Business Director

Why is this work relevant for Brand Experience & Activation?

This year-end season, Central Department Store tried to put itself in shoppers' shoes. We believe that the best shopping therapy shouldn’t make you feel guilty afterwards because a little joy from shopping could potentially spark a whole lot of happiness even though you already have similar items back at home. To provide the best shopping experience, we create the campaign called ‘Guilty Free Festival’ where every single shopping experience, both physical store and e-commerce platform, was renamed into a guilty-free one.


The campaign derived from shoppers’ insight that people sometimes felt guilty about spending if they knew they had similar items back at home. So Central Department Store wants to assuage consumer’s guilt and create positive shopping vibes during this year-end season.

Describe the creative idea (20% of vote)

The campaign turned every items in the store into alternate names, while hilarious but not extremely outlandish or silly, in fact, many of them are so sensible that they seem like they could actually be the names of actual products e.g. Hair Organizer (Hair Brush) Dust Eater (Vacuum Cleaner) Pre-shoes (Socks).

Describe the strategy (20% of vote)

‘Guilty Free Festival’ wielded the power of renaming to help consumers overcome their guilt. We used semantics to trick the consumer's mind and rename the products they feel guilty about buying and, just like that, they’re buying what they’ve never had before. Totally justifiable!

Describe the execution (30% of vote)

To add on top of the stylish funny commercial film, ‘Guilty Free Festival’ had officially renamed everything in-store and e-commerce platforms including the shopping department, price tag, receipt, shopping website, and parcel box design. In order to provide a completely guilt-free shopping journey from beginning to end.

List the results (30% of vote)

After the launch, the campaign received huge engagement numbers during the sales week. Traffic increased in both physical and online store. Total sales volume grew by 189% compared to last year. Most importantly, the campaign is not just about renaming stuff but it makes people reconsider that there’s no such thing as ‘too much’ when it comes to treating themselves to a little happiness.