Central Department Store and Wolf BKK champion self-gifting in new holiday campaign

Central Department Store and Wolf BKK continue their quirky, humorous campaigns with their end of year holiday campaign. As the year comes to an end and the season of celebration and gift-giving returns, most retailers lean into familiar themes of warmth, family, and generosity toward others. Beyond gifting for friends, partners, or family, Central invites everyone to give a gift to themselves through the Central Black Midnight Sale, the biggest event of the year across all four annual sales. With a wide range of promotions and special-price products, it’s the perfect moment to treat yourself.

When it comes to gift-giving, Wolf BKK discovered an insight that many times, the feeling behind a gift matters more than what is inside the box. Connecting this with the idea of giving a gift to oneself led to the concept “The Season of Gifting… to Yourself, Too.” This simple shift reframes holiday generosity to include not only others but also you.

In collaboration with acclaimed Thai director Ter Nawapol Thamrongrattanarit, this insight was brought to life through a warm and playful film that tells the story of a family exchanging gifts with one another. A mother gives to her daughter, a daughter gives to her father, and a father gives to his wife. But when each box is opened, the gifts inside turn out to be for themselves, reflecting the honest, modern truth about how people really shop during big sale seasons and capturing it in the most relatable way.

By embracing the reality that self-gifting is part of today’s holiday behavior, Central celebrates the joy of giving outward and inward at the same time.

Credits
Brand: Central Department Store
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar

Creative Group Head: Greepol Boonsrangsom

Art Director: Pattarawan Luangsa-ard 

General Manager: Natdhee Sopondhitipun

Group Communications Director: Sansuda Chuaphanich

Communications Managers: Thananya Piyacharoenwattana
Agency’s Producers: Chanoknan Wongwises
Production House: .HAPPY ENDING FILM
Director: Nawapol Thamrongrattanarit
Assistant Director: Chalinee Prasertsup
Producer: Pacharin Surawatanapongs
Cinematographer: Natdanai Naksuwan
Sound: Disarin Ninlawong
Art Director: Patcharanun Talanon
Prop Master: Jirayoot Chomparapol
Casting: Surangkana Suwanjinda
Stylist: Sittipong na wong
Location: Uthit Boonsoemkhanit
Editor: Chaleamchon Natipat
Telecine: One Cool production
VTR: One Cool Production
Sound Mix: One Cool Production

Register for FREE HERE and receive the Campaign Brief Asia Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.