| Title | GUILTY FREE FESTIVAL |
| Brand | CENTRAL DEPARTMENT STORE |
| Product / Service | CENTRAL MIDNIGHT SALE |
| Entrant | WOLF 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 |
| BENCHAWAN NGAMJIRADAWONG | Wolf Bkk | Account Executive |
| Chonlatid Saenghiran | Wolf Bkk | Business Director |
‘Guilty Free Festival’ started with the official announcement from the brand. After that, we turn every single shopping experience, both physical store and e-commerce, was renamed into a guilty-free one, followed by a stylish funny insightful commercial film. In order to make the guilt free shopping experience last longer, we created a ‘Guilty Free Box Collection’ for every order purchased during the sale festival. The box collection came in several sizes so that it can fit most items within the same product category.
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.
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).
‘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!
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.
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.