Wolf BKK’s insane humour gives the family hand-me-down tradition a quirky twist – with a conveyor belt as a symbol of passing things down from generation to generation…

Most people grew up with hand-me-downs at home, whether clothes, toys, household items, or even furniture, often as a way to save costs. Wolf BKK took this cultural habit as the key insight to create the campaign for Central Midnight Sale, Own It First, flipping the meaning of saving. Instead of reusing what was passed down, the campaign reframes saving as being smart with money while enjoying something brand-new, with deep discounts on new collections across all departments.

Wolf BKK worked with production company, Suneta House, and director, Teerapol Suneta, to infuse the commercial with the stylised scenes that have become Central Midnight Sale signatures.

Credits
Client: 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 Producers: 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: Thannawit Jiasuppibul @ Positive4
Sound Mix: Sound Space (Danai Sut