At this time of year, advertising is so often saccharine sweet. The heartwarming magic of generosity and the joy of holiday season giving to others fill channels.

A little cloying perhaps? How about some holiday season giving reality. Wolf BKK and Central Department Store want you to know it’s OK to give to yourself at its annual Central Black Midnight Sale. So, while most retailers echo the familiar message of warmth, family, and giving to others, Wolf BKK’s humour presents a new story. It’s funny because it’s true…or at least truly wishful thinking.

The campaign comes from 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. The simple shift reframes holiday generosity to include not only others but also you.

The campaign film was directed by acclaimed director, Ter Nawapol Thamrongrattanarit, with the scalpel-sharp control of action and humour that makes Wolf BKK’s work stand out – warm and playful, albeit with a soupçon of sinister. By embracing the reality that self-gifting is part of today’s holiday behaviour, Central celebrates the joy of giving outward and inward at the same time.

Credits:
Client: 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