| Title | GUILTY FREE FESTIVAL |
| Brand | CENTRAL DEPARTMENT STORE |
| Product / Service | CENTRAL MIDNIGHT SALE |
| Category | D01. Displays |
| 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 |
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.