GUILTY FREE FESTIVAL

Short List
TitleGUILTY FREE FESTIVAL
BrandCENTRAL DEPARTMENT STORE
Product / ServiceCENTRAL MIDNIGHT SALE
CategoryB03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantWOLF Bangkok, THAILAND
Idea Creation WOLF Bangkok, THAILAND
Production FACTORY01 Bangkok, THAILAND
Post Production FACTORY01 Bangkok, THAILAND

Credits

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
BENCHAWAN NGAMJIRADAWONG Wolf Bkk Account Executive
Chonlatid Saenghiran Wolf Bkk Business Director

Write a short summary of what happens in the film

The story shows a couple of hilariously over-styled, po-faced young women deciding what to buy via a bizarre game of monopoly taking place during a somewhat surreal picnic. Promoting the store's Black Midnight Sale, the ad uses the clever mental trick to give the shoppers an excuse to buy more of something they already have. ‘Guilty Free Festival’ uses semantics to twist guiltful into guilt-free by renaming the products you feel guilty about buying and, like magic, you’re buying something you've never bought before. Totally justifiable!

Cultural / Context information for the jury

From the shopping insight that we sometimes feel guilty about shopping if we realized that we have the similar one at home, But for the final quarter of 2021, the toughest year of pandemic in Thailand, if buying one more of it could make you happy, allow yourself to do that.

Links

Video URL