Wolf BKK and Central Midnight Sale reimagine saving with “Own It First” film
Most people in Thailand grew up with hand-me-downs at home, whether clothes, toys, household items, or even furniture, often as a way to save money. Wolf BKK Thailand took this cultural habit as the key insight to create Central Midnight Sale: “Own It First”, a campaign that flips the meaning of saving.
Rather than reusing what was passed down, the film positions saving as being smart with money while enjoying something brand new, thanks to deep discounts on fresh collections across every department.
The creative execution uses a conveyor belt as a symbol of passing things down from generation to generation. To bring the story to life, Wolf BKK collaborated with Suneta House to create a compelling film. The story follows a mother’s lipstick being passed from the mother to the eldest daughter, then to the son, and finally to the youngest daughter, who chooses to stop the cycle and invites everyone to shop for something new, to be the first to own it, at Central Midnight Sale.
Credits
Brand: Central Department Store
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Pathida Akkarajindanon
Creative Group Head: Greepol Boonsrangsom
Art Director: Pattarawan Luangsa-ard
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sansuda Chuaphanich
Communications Managers: Thananya Piyacharoenwattana, Naphat Chiangrat
Agency’s Producer: Chanoknan Wongwises
Production House: Suneta House
Director: Teerapol Suneta
Assistant Director 1: Manoo Techadee
2nd Assistant Director: Kittikhun Jongkraiwut
3rd Assistant Director: Napat Vorasuk
Producer: Chanapa Ployarunrung
Assistant Producer: Warawan Laksanarom
Cinematographer: Chalongwut Chorruangsak
Gaffer: Phongthep Phusawang
Sound: Anuparp Suriyathon
Art Director: Pornchai Cheeranoon
Prop Master: Phiphat Yotcharoenkit
Casting: Narissara Makmane
Stylist: Kwanhatai Chittiwatana
Make up: Anchisa Kanoksirisirachot
Location: Jirawat Santaratchai
Editor: Sarawut Kaweethammawong
Telecine: Nattacha Khajornkiatsakul
VTR: Positive4 (Thannawit Jiasuppibul)
Sound Mix: Sound Space (Danai Suthamcharee)
