Short List
CategoryD02. Point of Sales, Consumer Touchpoints & In-store Collateral
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


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 (40% of vote)

Central Department Store came up with the ‘Guilty Free Festival’ concept which renamed every item in the store with a new and shiny name, a name that no one has ever heard of or bought before, e.g. Hair Organizer (Hair Brush) Dust Eater (Vacuum Cleaner) Pre-shoes (Socks). So that shoppers can shop and reward themselves without feeling guilty because it sounds nothing like the product they already have!

Describe the execution (40% of vote)

The campaign turned every shopping department 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 a real shopping zone e.g. KISS STICK CORNER, HAIR BLOWER GUN DISPLAY, SOLAR GLASSES PARLOR, GOODNIGHT BAG ZONE. During the 11 days of the festival, all department signages were replaced with a set of guilty-free posters as well as the price tag, the receipt and the gift box all designed to convey the campaign’s attitude and create a worry-free shopping experience in-store.

List the results (20% of vote)

'Guilty Free Poster' successfully conveyed campaign attitude and created worry-free shopping vibes. While the campaign received huge engagement numbers during the sales week. The store visitation traffic increased. 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.